Macy’s opens up loyalty program to all customers
Boosting competition among store loyalty programs, Macy’s customers no longer will need to have the chain’s credit card in order to be eligible to join the Star Rewards program.
The retailer has opened up the loyalty program to all customers, regardless of how they pay for purchases.
Non-credit cardholders can enroll for the new bronze level in stores online at www.macys.com/StarRewards or through the Macy’s smartphone app.
They join Macy’s cardholders, who are automatically enrolled in the program at the silver, gold or platinum level based on how much they spend annually.
“Since the relaunch of Star Rewards last fall, our customers have responded with tremendous enthusiasm for enhanced benefits and rewards they received as part of the program. With the addition of the bronze level, we’ve made earning rewards simple for everyone,” Rich Lennox, Macy’s chief marketing officer, said in a statement.
In February, Macy’s officials credited the rewards program that launched last October for helping boost company profits.
Similar to Kohl’s, Nordstrom and J.C. Penney’s loyalty programs, credit cardholders often get extra perks and can earn rewards on purchases faster than non-cardholders.
Macy’s officials announced there also are new benefits for all members including “Star Money Days,” that gives extra savings and a birthday reward.
With Star Money Days, customers can earn bonus points toward “Star Money,” which can be used on all merchandise with no exclusions. For every 1,000 points, members get a $10 Star Money reward.
Macy’s previously offered rewards through American Express’ Plenti program, which launched in 2015. After losing high-profile partners including AT&T, Macy’s, Hulu and Nationwide, Plenti is shutting down in July.
Here are the levels and the perks of the upgraded program:
❚ Bronze: All customers are eligible for Star Money Days, Perks & Offers and a Birthday Surprise.
❚ Silver: Macy’s credit-card customers spending up to $499 annually with their credit card get any day 25% off Star Pass coupons in addition to bronze benefits.
❚ Gold: Customers who spend $500 to $1,199 annually on a Macy’s card receive all the bronze and silver benefits plus get free shipping on all Macy’s purchases when they use the store credit card.
❚ Platinum: Spending $1,200 or more, customers get all the other benefits, plus get free shipping on all Macy’s purchases and earn 5% back in rewards on all Macy’s merchandise purchases in-store and online with no exclusions when they use a Macy’s credit card.