Michaels Expands Its Retail Loyalty Program

Michaels Expands its Retail Loyalty Program
The loyalty expansion by Michaels is designed to tighten engagement with customers.

The Michaels Cos., the arts and crafts retail chain, said Tuesday it would let customers earn loyalty rewards in more ways.

The update to the Michaels Rewards program enables members to earn rewards through specific product purchases, bonus offers and seasonal promotions. To kick off the update, new and existing Michaels Rewards members will earn an introductory offer of $5 in rewards earned on a purchase of $25 or more now through Sept. 12, 2020.

“We are constantly looking to enhance the ways we engage with our customers as we expand our digital and omnichannel capabilities,” said Chief Customer Officer Vidya Jwala. “Our revamped loyalty program allows us to create long-term engagement with our Michaels Rewards members, while strengthening our relationships with the Maker community. As the program expands, we’ll look to introduce even more ways for our members to earn rewards and provide more value to our community of crafters.”

As the expanded program rolls out, Michaels Rewards members will begin receiving weekly Reward Specials and targeted Bonus Offers starting in September. For every $5 in accumulated rewards, members will automatically receive a $5 Rewards Voucher to redeem on a future purchase.

Michaels becomes the latest retail chain to expand its reward programs as loyalty continues to increase in importance for retailers.

Starting in fall, for example, stores operated by Starbucks in the U.S. and Canada will offer more payment options for Starbucks rewards members. Now, Starbucks Rewards members can earn stars on purchases when paying via a Starbucks Card. That will change in the coming months as Starbucks expands the possible payment methods that customers can use on their way toward earning free drinks, which in turn could draw more consumers, more repeat visits and more spending.

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