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07/18/2022

Chico's FAS Redesigns Loyalty Programs

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The retail conglomerate, which includes brands Chico’s, White House Black Market and Soma, has launched new customer loyalty programs across all three brands, in a move the company says reinforces its digital-first, customer-led strategic priorities.

For the Chico's brand, this marks the first significant change in the customer loyalty experience since the Chico's Passport loyalty program launched in 1990. The new Rewards+ loyalty programs provide more personalized and seamless opportunities for Chico's FAS customers to benefit from their brand loyalty, according to a news release.

With a tiered benefits structure, the programs emphasize a "future-fit" loyalty approach that offers earned benefits based on customer spending trends. The programs “amplify the unique strengths of each brand,” according to the release, allowing for simplified customer engagement across all touchpoints.

 

"Consumer experience and consumer expectations go hand in hand, and Chico's FAS was facing the challenge of revamping a program like Chico's Passport that shoppers had known for more than 30 years. Drawing on exhaustive consumer research and a strong executive vision, we were able to work together to redesign and launch exciting new loyalty experiences for each brand," said Stephanie Meltzer-Paul, executive vice president of loyalty for Mastercard, Chico's FAS' loyalty strategy partner, in the release.

"This new suite of loyalty programs reinforces Chico's FAS position as a leader in customer engagement and loyalty, and we look forward to continuing to partner closely in the future."

For example, with a minimum annual spend of $500, Chico's Rewards+ members can access enhanced benefits with each new tier level, such as personalized rewards a new birthday reward, VIP access to limited-edition products, collection previews and collaborations, and enhanced styling services and personalized campaigns.

"Chico's FAS's purpose is to promote a kind world where women never have to compromise,” said Molly Langenstein, CEO of Chico's FAS, in the release. “The new programs offer curated benefit suites matched to spend, that deliver industry leading value with more meaningful ways to reward her every time she shops with us; two things that are important to our customers now more than ever.”

About the Programs

  • Chico's Rewards+ moves customers from one lifetime tier into 4 tiers (Daring, Magnetic, Fierce and Phenomenal) based on annual spend thresholds that unlock access to benefits from her first purchase. For example, members that unlock the Phenomenal tier receive benefits including 5% back in rewards, free shipping and returns for all chicos.com purchases as well as early access to new products. (Additionally, to preserve the loyalty of legacy Chico's Passport members – now called Founders 5 – the everyday 5% off and free shipping benefit will continue in addition to the new benefits.)
  • WHBM Rewards+ shifts from the loyalty program that offered limited benefits access to WHBM members who reached minimum spending thresholds to a program that unlocks new earned rewards and shipping benefits with the first transaction. This allows the brand to start engaging and rewarding new WHBM customers sooner.
  • Soma Rewards+ reinforces the customer's wellness journey and investment in themselves through tiered thresholds including benefits designed to motivate increased engagement and incremental spend. Unlike the former Love Soma Rewards program, the new Soma Rewards+ program features four tiers (Dream, Serene, Bliss and Cloud 9) to drive frequency across customer segments and reduce plateau effects.

"Consumer experience and consumer expectations go hand in hand, and Chico's FAS was facing the challenge of revamping a program like Chico's Passport that shoppers had known for more than 30 years. Drawing on exhaustive consumer research and a strong executive vision, we were able to work together to redesign and launch exciting new loyalty experiences for each brand," said Stephanie Meltzer-Paul, executive vice president of loyalty for Mastercard, Chico's FAS' loyalty strategy partner, in the release.

"This new suite of loyalty programs reinforces Chico's FAS position as a leader in customer engagement and loyalty, and we look forward to continuing to partner closely in the future."