On the face of it, the latest news from Macy’s is not much different from the loyalty program announcement from two years ago. It appears that the retailer has incorporated its mobile app into the Star Rewards partnership and expanded its participation incentives.
“With nearly 30 million members and growing, Macy’s Star Rewards program has been a huge hit,” Rich Lennox, Macy’s chief customer officer, said in a company statement. “We hugged our best customers with the relaunch in October 2017 and then expanded it in 2018 to all customers. We have seen strong results and received positive customer feedback. With this next phase of the program, all customers will earn rewards on everything they buy (except gift cards, services and fees) and can redeem on anything they choose.”