Bloomingdale's launches new loyalty programme

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By: Wise Marketer Staff |

Posted on March 6, 2012

Bloomingdale's launches new loyalty programme

Bloomingdale's has launched a new customer loyalty programme called 'Loyallist' in all of its US retail locations, as well as online, offering various benefits to all US-resident customers, regardless of how they choose to pay.

Members of the programme earn points each time they shop and, for every 5,000 points their accumulate, they receive a Reward Card worth US$25. The Rewards Card can be redeemed at Bloomingdale's for any merchandise except gift cards. The cards are issued immediately as soon as they are earned, either in-store or overnight via email if earned online.

There are three different levels at which shoppers can earn points:

  1. Loyallists earn 1 point for every US$1 spent in-store, at, and at other outlet locations;  
  2. Shoppers who use their Bloomingdale's credit card earn 3 points per US$1 spent at Bloomingdale's;  
  3. Those 'At the top of the list' (i.e. the top tier of loyal customers, who spend US$3,500 or more annually at Bloomingdale's on their Bloomingdale's card) earn 4 points per US$1 spent, and can be recognised by their exclusive black Bloomingdale's Reserve card.

Loyallists (the name given to members of the programme) also earn double points for every cosmetics or fragrance purchase. Those at the 'top of the list' are also given free basic shipping on any purchase in-store or online, and an unlimited free gift wrapping service.

From 8th to 18th March 2012, a nationwide launch promotion will offer in-store events featuring music, games of chance, and fun surprises for all. Loyallists will earn triple points, new 'Power Points', and be entered to be one of ten winners of a 1 million point giveaway. (Loyallists who shop during the promotional period will be automatically entered into the prize draw, while those not shopping can enter by mail).

Customers who enrol in the programme or open a new account in-store are issued with a Loyallist membership card. Existing Bloomingdale's credit card holders were automatically enrolled in the programme, and they can track their points via their credit card statements. Other members can track their points and get exclusive Loyallist offers online. All members of the programme are shown the points earned for each transaction as well as their current points total on every sales receipt, both in-store and online.

"Through the new loyalty programme, Bloomingdale's is reinforcing its commitment to its customers," commented Tony Spring, president and COO for Bloomingdale's. "We want to recognise those shoppers who continue to be loyal to our brand and also engage new shoppers by offering a distinctive programme."

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