Macy’s has rolled out the newest phase of its Star Rewards program with two major announcements: the introduction of percent-back purchase rewards for all shoppers and the reveal of a sweepstakes contest held within its mobile app.
With the new percent-back system in place:
- Bronze-level customers, meaning any Macy’s customers that sign up for the program, earn 1% back in rewards on every purchase;
- Silver-level customers — Macy’s cardholders who spend up to $499 annually — earn 2% back in rewards on every purchase; and
- Gold-level customers, cardholders who spend $500 to $1,199 annually, earn 3% back in rewards on every purchase.
Prior to the upgrade, only Macy’s members on the Platinum level earned a percentage (5% of their purchases) back as rewards.
Additionally, with an American Express Macy’s card, Platinum, Gold or Silver members can now earn 3% in rewards at restaurants, 2% at gas stations and supermarkets and 1% back everywhere else.
The retailer is giving away a total of 5 million points to 50 Star Rewards members, which amounts to 100,000 points per winner (or $1,000 in Star Money), if they enter through the Macy’s app between Feb. 10 and Feb. 23, 2020. Select stores also will hold exclusive shopping events on Feb. 15, where customers can learn more about the Star Rewards program.
In 2018, Macy’s first opened the Star Rewards program to all shoppers regardless of how they pay for purchases. Macy’s initially overhauled the loyalty program in October 2017 to recapture lost customers, dropping its partnership with the American Express Plenti program in the process.
Based on annual spend, Macy’s cardholders are automatically enrolled in Star Rewards 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 the Macy’s mobile app.
The loyalty program update comes as Macy’s launches its Polaris turnaround strategy, which includes 125 anticipated store closures, 2,000 corporate layoffs and the opening of smaller “The Market by Macy’s” concept stores.