Macy’s makes loyalty program more rewarding

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Macy’s makes loyalty program more rewarding

By Dan Berthiaume - 02/10/2020
macy's

Macy’s is easing the process for customers to earn loyalty rewards.

Macy’s has revamped its Star Rewards loyalty program to now allow every member to earn on every purchase, regardless of how they pay. Plus, customers can spend rewards on all products, including top brands. However, rewards cannot be earned on or redeemed for gift cards, services, or fees.

There are two ways for customers to join Star Rewards. Based on annual spend, Macy’s cardholders are automatically enrolled in at one of three levels: silver, gold or platinum. Customers without a Macy’s card can enroll in the bronze level in-store, online or through Macy’s mobile app. 

All Star Rewards members receive special benefits, including “Star Money Bonus Days,” where customers can earn bonus points toward star money that can be spent online or in-store even faster; perks and offers including extra savings and access to exclusive events; and a birthday surprise.

With nearly 30 million members and growing, Macy’s Star Rewards program has been a huge hit, according to Rich Lennox, Macy’s chief customer officer. 

“We hugged our best customers with the relaunch in October 2017 and then expanded it in 2018 to all customers,” he said. We have seen strong results and received positive customer feedback. With this next phase of the program, all customers will earn rewards on everything they buy (except gift cards, services and fees) and can redeem on anything they choose. In the simplest terms, it’s how we love our customers back.”

To celebrate, Macy’s is giving away 5 million points, with 50 Star Rewards members scoring 100,000 points each – which equals $1,000 in star money. Star Rewards members can enter to win in Macy’s mobile app between Monday, Feb. 10 and Sunday, Feb. 23. In addition, the retailer will host exclusive shopping events at select Macy’s stores on Feb. 15.

Macy's operates approximately 640 locations in 43 states, the District of Columbia, Puerto Rico, and Guam, with plans to close about 125 stores in the next three years.