Macy’s Revamps Star Rewards Loyalty Program

In recent retail news, department store Macy’s announced Wednesday (Sept. 27) that it has reinvented its Star Rewards loyalty rewards program, according to reports from BusinessWire.

“Macy’s customers have high expectations for their shopping experience, and earning and keeping their loyalty is now more important than ever,” said Jeff Gennette, chief executive officer at Macy’s. “We listened to our customers — and with the reinvention of Macy’s Star Rewards, we are delivering a Macy’s loyalty program that will strengthen our relationships and better engage, reward and grow our best customers.”

Beginning Oct. 2, any customer who uses his or her Macy’s card will see an improved shopping experience both in-store and online. The revamped Star Rewards program will enroll Macy’s card customers into one of three levels — Silver, Gold or Platinum — based on their annual spend. Rewards are tiered by these levels, according to the BusinessWire news report, and customers will be upgraded as they reach the appropriate spend level.

Complete details of the new Macy’s Star Rewards program can be found on the Macy’s website.

Further enhancements to all tiers of the Macy’s loyalty program will be rolled out to the new Star Rewards program through 2018. Member-customers can expect “experiential benefits,” according to BusinessWire, including “access to unique experiences and rewards elements that only Macy’s can offer.”

Dedicated emails and in-home mailers will be sent to Macy’s customers to notify them of the upgrades to the Star Rewards program, and cardholders will be able to check on their progress toward different program levels by logging into the Macy’s website or app.

“Loyalty is a foundational element of our North Star Strategy, and stronger relationships increase the lifetime value of our customers,” Gennette said. “We are providing what matters most to [him or] her — an enhanced experience both in-store and online, edited and elevated products, compelling value and an excellent loyalty offering.”

A kickoff for the loyalty program will take place on Saturday, October 15, including an “exclusive shopping event.”



The How We Shop Report, a PYMNTS collaboration with PayPal, aims to understand how consumers of all ages and incomes are shifting to shopping and paying online in the midst of the COVID-19 pandemic. Our research builds on a series of studies conducted since March, surveying more than 16,000 consumers on how their shopping habits and payments preferences are changing as the crisis continues. This report focuses on our latest survey of 2,163 respondents and examines how their increased appetite for online commerce and digital touchless methods, such as QR codes, contactless cards and digital wallets, is poised to shape the post-pandemic economy.