Bloomingdale's has introduced a loyalty program, simply called "Loyallist". The program rewards shoppers with points for every dollar they spend.
People can enroll in stores or online, with points eligible to be redeemed for gift cards or merchandise wherever the customer shops: in store, online or in Bloomingdale's outlets. When buying cosmetics and fragrances members earn double points. And customers who use their Bloomingdale's American Express credit card received three points per dollar spent. Shoppers who reach 5000 reward points receive a $25 Reward Card.
At the dedicated website, a video explains the basics of the program with a link at the end to sign up, but visitors can take a deeper dive into program's benefits through tabs labeled: About, Enroll, FAQ and Terms. In another section of the site, loyalty members can build a profile, keep an eye on orders, fill in an address book or maintain a wish list, among other functions.
The debut of the program has received plenty of marketing support. In stores customers will find musical events and chance games, where shoppers can earn triple and power points. As an incentive to get shoppers to join Loyallist, a sweepstakes offers 1 million points. QR codes will appear on marketing materials around the stores letting shoppers know they can text "Loyallist" to 51515 or enroll at the website.
While Bloomingdale's program appears simple and straightforward, loyalty programs can often prove a sticky wicket. People join plenty of programs, but don't often reap the benefits themselves. For retailers, the primary goal is to encourage repeat purchase and brand loyalty, which can be difficult to earn. A survey last year from ACI Worldwide reported that these programs have a ways to go. Some 62% of U.S. consumers join retail loyalty programs to earn the discounts, but only 36% said they had received a reward that would make them return to the store.
One problem cited by the survey is that the benefits and methods to redeem can be complicated, with 81% reporting they did not understand the retailer's loyalty program benefits or how the program worked at all. (Read these Three Steps to Toughen up Your Loyalty Program).
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