Department store offers more flexible, personalized loyalty program

Nordstrom Inc. is enhancing the rewards it offers customers via its loyalty program.



The retailer partnered with Aimia Inc., a data-driven marketing and loyalty analytics company, to expand the Nordstrom Rewards loyalty program.



The expanded program launched in Nordstrom stores in the U.S., Canada, and Puerto Rico, and on Nordstrom.com in May 2016. In the first three months, Nordstrom has enrolled approximately 1.7 million new members.



Nordstrom worked closely with Aimia to redesign the program to become a more inclusive program that allows customers to earn points regardless of how they choose to pay for their purchases. Customers can now enroll by simply providing their name, mobile phone number and email address.



"We heard from our customers that they wanted a more personalized and flexible Nordstrom loyalty program," said Chris Holloway, VP of loyalty, Nordstrom. "We were pleased to collaborate with Aimia to deliver on that through our expanded Nordstrom Rewards program."