Customer Loyalty Program

NEW YORK-Macy's will expand its customer loyalty program to include consumers who pay for merchandise with credit cards other than Macy's cards, according to Peter Sachse, the company's chief marketing officer.

Speaking at the Issues and Solutions Conference held by Emmanuel Weintraub Associates here this morning, Sachse (who also serves as chairman and chief executive officer of Macys.com) said the program will become "tender neutral" in the next two weeks. The program involves presenting an assortment that will be more "customized"--in other words, tailored more to individual consumer needs. This will include increasing the number of versions of its catalog, again tailored to information on transactions garnered from consumers. Sachse said the most recent catalog issued by Macy's came out in nearly 7,000 versions.

Sachse also said the department-store retailer is making increased use of its Web site and of social-media sites, including the release of Webisodes featuring celebrities such as Martha Stewart and Donald Trump, to drive sales increases.

The goal of the new version of this program is to increase business from both loyal and non-loyal customers, Sachse said. "Our loyal customers tend to spend as much as six times more than those who we consider non-loyal," he said. "We're hoping that including other credit-card customers will both increase spending by loyal customers and making our non-loyal customers want to be loyal customers."

HFN Staff | News & Commentary

HFN provides detailed information on the key home classifications: Housewares, Tabletop, Floor Covering & Rugs, Furniture, Home Textiles, Lighting, Home Decor, Mattresses & Bedding, Gifts, Major Appliances and Consumer Electronics as well as Business, Finance and Retail.

Videos

  • Patti Carpenter Talks Color and its Importance in the Home

    Camera Icon   More Videos

Subscribe to
HFN Omnichannel
Receive the news you need to know about the trends in the industry delivered right to your inbox.

Current Issue

  • HFN August 2017 cover

    HFN's DIGITAL EDITION

    August 2017


    COVER STORY: Sharpening the Focus on Millennials

    Find out what makes Millennials tick when it comes to home decorating, shopping and at-home entertaining with HFN's annual consumer study. Turns out, Millennials favor the in-store shopping experience.


    ALSO IN THIS ISSUE:

    • Power of the People - Crowdfunding campaigns provide needed capital, feedback for home and housewares product launches.
    •  Omnichannel Retailing: Visual Search Takes Off - Learn how voice and visual search are revolutionizing product discovery.