Retailers Ann Taylor and LOFT are looking to keep the loyalty experience consolidated across all of its brands. To do so, it has launched StyleRewards, a multi-tender loyalty program where consumers can earn and redeem points across any Ann Taylor, LOFT, Ann Taylor Factory, and LOFT Outlet store.
The program reinvents the previously separate loyalty programs for LOFT and Ann Taylor, featuring a new tiered structure, along with modernized rewards for the Ann Taylor Credit Card and LOFT Credit Card programs.
How It Works:
StyleRewards members earn two points per dollar spent on any qualifying purchases across store brands. Once members accrue 1,000 points, they can redeem them for a $10 reward to be used across any store (in person or online) under the Ann Taylor banners.
Rewards members also gain early access to special events and promotions, and receive a birthday reward, choose-your-own free shipping days, and more exclusive offers.
Credit cardholders earn five points for every dollar they spend and have access to more benefits like free shipping with a $75 qualifying online purchase, a $20 welcome offer, an extra 15% off on the first Tuesday of each month, and a dedicated customer service phone line.
Those who were previously signed up as loyalty members under LOFT and Ann Taylor are automatically enrolled under the new StyleRewards program.
Other terms and conditions: Members can use coupons or special offers and still earn and redeem points during a single transaction. They can use up to four reward certificates per in-store or online transaction. Points expire after one year and rewards must be used within 90 days of being issued.
“With greater opportunities to earn points and more perks to enjoy, it’s our way of letting our customers know, ‘We hear you and we understand you’,” said Lucy Yi, senior vice president of digital and customer marketing, Ann Taylor and LOFT, in a statement. “From elevating the service experience to reinforcing the power of community, StyleRewards creates an emotional connection with our customers and deepens our relationship with them, while offering clients even more rewards for shopping the brands they love.”
The Loyalty Competition Is Growing
As retailers and brands seek strategies to turn returning customers into raving fans and brand evangelists, loyalty programs are growing more complex. Where does LOFT and Ann Taylor’s latest iteration stand?
From a technology perspective, the brand is behind others that have launched dedicated mobile apps from which consumers can take control of their loyalty. StyleRewards members who wish to check their account balance must check at the register with an associate or they can log into their account online. Points, however, may take about 48 hours to update after the eligible purchase is made.
An example of a tech-forward strategy comes from Starbucks, which is tapping Web3 technology for a new loyalty member experience.
Major brands such as Walmart are also leaning on consolidation. The company is steadily adding onto its Walmart+ offering to cover everything from shopping and delivery and also supporting its retail media efforts. Others, meanwhile, are forming partnerships with other brands and retailers to create a loyalty experience that functions across different categories, such as with Tractor Supply’s Neighbor’s Club program, which collaborates with Petsense.
Which retailers are implementing successful loyalty models? RIS ranked the top 10 hottest loyalty plans of 2022. See the list here.
We talk with Rob Mills, Tractor Supply EVP, chief technology, digital commerce, and strategy officer, about how they’re using things like wayfinding, mobile apps, and artificial intelligence to improve the consumer experience.