Michaels Refreshes Its Rewards Program
Michaels is letting customers know just how much their loyalty matters when it comes to choosing a destination for creating and celebrating what they love. The retailer’s new rewards program began offering even more reasons to shop its stores earlier this month.
On March 1, all current loyalty members and cardholders automatically began receiving enhanced benefits with their purchases, reflecting the company’s ongoing commitment to delivering value to their customers along with a best-in-class shopping experience, no matter the project, party or purchase.
Michaels Rewards now features three newly defined tiers designed to reward every level of creativity, including a new 9% rewards tier for its most loyal shoppers.
- Red members earn 3% just for joining.
- Gold members earn 6% after $300 in annual spend.
- Platinum members earn 9% after $1,000 in annual spend.
All members now receive tiered savings through its new Birthday Perks, with 30% savings on an item for Red, 40% for Gold and 50% for Platinum. Gold and Platinum members will also unlock Everyday Perks in the form of coupons (20% for Gold, 25% for Platinum) for regular-priced items that can be used every day.
Members in the Gold and Platinum tiers will further enjoy exclusive first looks at new products and special events. Platinum members will receive a complimentary Michaels tote bag.
Michaels credit card holders will continue to enjoy premium benefits of their own, including periodic free shipping, 20% off their first purchase, special financing offers and no annual spend requirement. They will also be able to take advantage of the retailer’s new Birthday and Everyday Perks. Finally, cardholders receive a 30% discount on items every day, and an exclusive extra 10% discount on custom framing.
"The relaunch of our loyalty program is about recognizing and rewarding our most dedicated shoppers," Heather Bennett, president and chief customer officer at Michaels, said in a release. "By introducing a new tier structure with enhanced benefits reaching up to 9% back in rewards, we're saying thank you with more value and more inspiration for every project or celebration our customers take on."
Enhanced rewards will be available to even more customers across North America soon since Michaels is preparing to launch its loyalty program in Canada for the first time next month.
