Members only: U.S. retailers revamp loyalty schemes for Amazon era by aish_trv
- With private fitting rooms, members-only stores and clever apps, U.S. department stores are reinventing their old and tested loyalty programs to fend off the challenge from e-commerce giant Amazon.com Inc and other online rivals.
Data from research firm LoyaltyOne showed retailers now invest at least 2 percent of their total revenue on loyalty programs and double that or more on related customer targeting and analytics. Department stores and apparel retailers typically invest more than the others. “In the age of Amazon, it’s very much ‘what have you done for me lately type of retail environment’,” Matt Lindner, senior ecommerce analyst at market intelligence firm Mintel.
They have done so over the past five years by combining revamped loyalty schemes with increased online presence, in-store pickup for online purchases, upgraded stores and new or improved mobile apps that tie in with loyalty programs. Rival Nordstrom redesigned its customer loyalty program, “The Nordy Club”, in October 2018. It offers more reward points, fast redemptions, curbside pickup of purchases, and perks such as beauty and style workshops or brands not available to other shoppers. Today, the program’s 11 million members account for a third of Nordstrom’s customers and over half of its sales.
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