Macy’s Star Rewards loyalty program growing despite store closings

Here are the first locations to close

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Macy’s is banking on building more loyal shoppers as part of its turnaround strategy.

Despite announcing last week the retailer would close approximately 125 stores and cut 2,000 jobs over the next three years, Macy’s officials said they are enhancing the Star Rewards program as part of their restoration plan.

The upgraded loyalty program rolls out Monday and gives all shoppers the chance to earn rewards on purchases, Macy’s shared exclusively with USA TODAY.

Rich Lennox, Macy’s chief customer officer, said Star Rewards has nearly 30 million members and has been a “huge hit” since it relaunched in October 2017 for credit card customers and then expanded to all customers in May 2018.

“With this next phase of the program, all customers will earn rewards on everything they buy … and can redeem on anything they choose,” Lennox said in a statement, noting gift cards, services and fees are excluded. “In the simplest terms, it’s how we love our customers back.”



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