Aubyn Elaine Thomas, Sr. Vice President, Macy’s, Inc.

Haute Couture: How Macy’s Tailors Rewards to Customers’ Needs

Macy’s faces a challenge familiar to many retailers: carving out a distinct space in the loyalty landscape, and then consistently defining and measuring success. The tiered Star Rewards program equips Macy’s with a variety of tools to address its 24 Million members. Through the advancement of segmentation and customer contact strategies, Macy’s identifies customer opportunity not only by spending (current customer worth), but is now migrating toward incorporating broader data elements and customer characteristics to generate campaign engagements. Both personalization and relevancy are key strategic tenants for the new loyalty program and Macy's is building the capability and experience base that will enable a much more meaningful relation ship with their customers.

Despite retail’s relatively new arrival to loyalty programs, Macy’s takes an aggressive approach to continually keep their rewards program fresh. By looking at opportunities for enhanced product offerings, brand affinity ties and retail service experiences, they are building an environment that offers new elements for discovery and value. Discover how their evolving customer engagement strategy is creating new sources of profitability for the company.