Chico’s Launches New Customer Loyalty Programs

Chico’s parent company recently announced the launch of three new customer loyalty programs for its Chico's, White House Black Market and Soma brands, reinforcing the retailer's digital-first, customer-led strategic priorities.

This marks the first significant change in the customer loyalty experience for Chico’s brand 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.

The new loyalty programs contain tiered benefits and emphasize a "future-fit" loyalty approach that offers earned benefits aligned to customer spending trends. The programs amplify the strengths of each brand, allowing for simplified yet meaningful customer engagement across all touchpoints. Chico's Rewards+ members will access enhanced benefits with each new tier level, such as personalized rewards offers; a new birthday reward experience; VIP access to limited edition products, collection previews and collaborations; enhanced styling services and personalized campaigns.

"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," said Molly Langenstein, CEO of Chico's FAS.

In addition to the new Chico's Rewards+ program benefits, the everyday 5% off and free shipping benefit will continue. White House Black Markets WHBM Rewards+ program allows new members to unlock earned rewards and shipping benefits from the first transaction. Soma Rewards+ program is designed to motivate shoppers toward increased engagement and incremental spend to unlock four tiers.

"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 their strong executive vision, we were able to work together to redesign and launch exciting new loyalty experiences for each brand," said Stephanie Meltzer-Paul, EVP of Loyalty for Mastercard, Chico's FAS' loyalty strategy partner. "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."
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