Macy’s Enhances Personalization and Customer Experience for 30M+ Customers
Macy’s is leveraging its longtime partnership with Deloitte Digital to significantly enhance its customer experience and drive better personalization and customer engagement. According to Deloitte, a brand is 48% more likely to surpass its revenue goals when it excels at personalization. With that in mind, Macy’s collaborated with Deloitte to perform a customer experience and marketing technology strategy assessment to carry out personalized omnichannel journeys that consider five behaviors: encouraging second purchases from new customers, helping shoppers complete their look, re-engaging less active customers, uniquely engaging Star Rewards loyalty members, and boosting spending across channels.
“Personalization is a top priority at Macy’s, all the way up to our CEO,” said Bennett Fox-Glassman, SVP of Customer Journey at Macy’s, in an interview with Retail TouchPoints. “When we think about personalization, and about what we’re really trying to achieve for our customers through the lens of those elements—the right investments, the right leadership, the right strategy—it really is about developing that deeper relationship with the customer, because we are creating a conversation with them that is more connected across the different touch points. Also, it’s more relevant by using the data that they choose to share with us.”
Through the collaboration, Macy’s has sent nearly 500 million personalized offers to more than 30 million customers. Macy’s and Deloitte Digital developed a multi-year roadmap to maximize value for customers and the business. Macy’s also evaluates customer lifetime value (CLV) while seeking to understand behaviors that foster loyalty in its consumer relationships. Once Macy’s identifies consumer challenges, solves a customer’s pain points, and maps the customer journey, it refines messaging that aligns with customer expectations and launches more personalized and efficient campaigns to reach its extensive customer base.
Learn more about Macy’s Star Rewards program here.
Domino’s Loyalty Program Fuels Growth and Market Share Gains
Domino’s Pizza regained market share in the pizza industry this year, thanks to significant upgrades it made to its Domino’s Rewards loyalty program in 2023. The revamped loyalty program allows customers to redeem points sooner and with lower spending requirements. The change was particularly appealing for carryout customers, who tend to spend less per order.
“Our objectives for the program were to drive new users, particularly carryout customers, and increase the frequency of light users,” CEO Russell Weiner shared with analysts. “The loyalty program is delivering what we’d hoped.”
Since the September 2023 upgrade, the number of active loyalty program members has increased significantly. Orders involving loyalty point redemptions doubled in the first half of 2024 compared to the previous year, driving more carryout traffic. Domino’s same-store sales increased 4.8% in the second quarter, with a notable 7.9% increase in carryout sales and a 2.7% rise in delivery sales.
Learn more about Domino’s Rewards program here.
Best Buy Exceeds Targets During First Fiscal Quarter of 2025
Best Buy has seen promising results by centering its strategies around the customer experience, improving the efficiencies of its operations, and through growth investments. Operating income and profit margins have increased as the company tests new store formats, invests in technology capabilities like data analytics and cloud migration, and improves digital and omnichannel services. The company has also started offering convenient and flexible pickup options, including curbside, in-store, and lockers, along with offering free next-day delivery.
The company’s skilled handling of operational costs and supply chain disruptions has helped it exceed profitability targets. During the fiscal first quarter of 2025, Best Buy’s adjusted operating income increased from $704 million to $735 million year over year. The company’s gross margin grew by 23.3%, adding 60 basis points (bps), owing to improvements in its services and membership offerings.
Best Buy Totaltech, the company’s annual membership program, provides tech support, product protection, exclusive deals, free delivery and installation, and a longer return window, enhancing customer loyalty.
Learn more about My Best Buy Memberships™ here.
Read More on Trends, Updates, and Industry Leaders
Original Article Links:
Macy’s Levels Up Personalization with 500M Tailored Offers to 30M Customers
How Domino’s upgraded loyalty program helps it win market share again
Best Buy (BBY) Gains on Strategic Customer-Centric Initiatives