Macy’s Made a Big Move to Gain More Shoppers

Department store chain Macy’s has reinvented its loyalty program in an effort to gain more shoppers.

The company has reinvented its Star Rewards program so that shoppers can accumulate discounts and offers based on how much they spend a year. The offers include free shipping as well as priority customer service.

The former categories of Premier Elite, Elite and Preferred will now be Platinum, Gold, and Silver.

The program will be available to all Macy’s credit card holders starting in October.

It was just last month when the company reported its fiscal second-quarter earnings that CEO Jeff Gennette had said, “We are excited about plans for fall, including the launch of a new loyalty program and the new marketing strategy, which we anticipate will further improve our sales trend in the back half of the year. … There is still work ahead of us.”

The new reinvented loyalty program broken down looks like this:

Platinum – Customers who spend $1,200 or more annually with their Macy’s credit card will receive 25 percent off any day they choose, through Star Pass coupons, also receiving free shipping on any purchase with no minimum spend. Customers will earn 5 percent back in rewards on every purchase. Once shoppers spend $200, they’ll be issued $10 in Star Money that can be used immediately. Platinum members will also receive an exclusive, platinum-colored Macy’s credit card.

Gold – Customers who spend between $500 to $1,199 annually with their Macy’s credit card will receive 25 percent off any day they choose, through Star Pass coupons, also receiving free shipping on any purchase with no minimum spend.

Silver – Customers who spend up to $499 annually with their Macy’s credit card will receive 25 percent off any day they choose, through Star Pass coupons.

Disclaimer: We have no position in Macy’s Inc. (NYSE: M) and have not been compensated for this article.