Nordstrom has unveiled a revamped tiered loyalty program, The Nordy Club, launching this fall. The program incorporates the traditional point system and benefits of its existing program, while offering personalized services and experiences, enabling shoppers to create their own “Nordy Portrait.”
Nordstrom’s existing loyalty program is already a success for the department store: Nordstrom Rewards shoppers represented 58% of all sales during Q2, up from 56% in 2017. The company’s anniversary sale was also a success, with the first day’s digital demand surpassing the previous record by 80%.
“We’ve seen significant growth in our program over the last few years and our 10+ million active members spend 4X more and shop with us 3X times more than non-members,” said Scott Meden, CMO of Nordstrom in a statement.
But with the new program, Nordstrom seeks to accelerate members’ ability to accumulate perks and also extend engagement beyond the purchase. Nordstrom Cardmembers will earn three points per dollar for purchases, a 50% increase in earn rate, and members paying with cash or a non-Nordstrom card will receive one point for every dollar spent. Customers also will have access to new product launches, and be “First to Shop” the company’s…