Macy’s Excited About New Plenti Loyalty Program

Macy's and Plenti partner for new loyalty planDuring its May 13 first-quarter earnings conference call, Macy’s officials discussed several initiatives related to customer loyalty and customer engagement that will guide the venerable company moving forward.

One of those initiatives is the company’s new Plenti loyalty program.

“Our new loyalty program Plenti was launched on May 4,” Macy’s Chief Financial Officer Karen M. Hoguet said, according to Seeking Alpha. “It is the first U.S. loyalty coalition involving major U.S. brands. It offers consumers everyday opportunity to earn and redeem points with much choice. Plenti offers opportunities to both incent our current customers to buy more and also to bring new customers into Macy’s who enter the Plenti program through the other participating brands. In the first week, we have already enrolled more than two million customers at Macy’s, which is well ahead of expectations. We are very pleased with early customer response and interest as well as our store team’s terrific execution.”

Plenti is unique to American brands in that it marks the first time consumers in this country will be able to earn points through a variety of purchases across numerous industries. Unparalleled in its ease and convenience, Plenti will, for example, allow consumers that earn points on fuel purchases at Exxon Mobile, to use those points for discounts on food or cosmetic items at Rite Aid.Two million customers enrolled in the first week

Despite a less-then-stellar first quarter, Hoguet said Macy’s M.O.M. strategies (My Macy’s, Omnichannel, and Magic Selling) comprise the company’s strategic core.

MAGIC Selling requires new sales associates to attend a three-and-a-half-hour session when they start at the company, as opposed to watching a 90-minute interactive video in a booth, as associates previously did. It also includes seasonal refresher courses and coaching from managers while they are on the sales floor. To monitor their progress and set quantifiable goals, associates receive weekly scorecards. What’s more, MAGIC Selling also includes seasonal refresher courses and coaching from managers while they are on the sales floor. Under Macy’s previous sales training program, associates were given scripted steps in making a sale, such as smiling, thanking the customer, and always using the word “outstanding.”

Under Magic−an acronym which stands for Meet and make a connection; Ask questions and listen; Give options and give advice; Inspire to buy; and Celebrate the purchase−sales associates are instructed to make more natural connections with shoppers. As part of the My Macy’s customer engagement tool, Macy’s identified its best customers and focused on developing and retaining their loyals−the shoppers who buy and visit most frequently. To truly personalize the experience, the company has implemented the My Macy’s store localization model, focused on omni-channel integration, and emphasizes associate training. 

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