Dive Brief:
-
Claire's on Wednesday debuted its first loyalty program, Claire's Rewards. Customers can enroll in the program in-store, online and inside the Claire's app, according to the company press release.
-
The benefits with free loyalty program include one point per $1 spent, free shipping twice per year, a birthday surprise and access to exclusive member events and special sales throughout the year, the company said.
-
The retailer will also tap into personalization capabilities to generate deals and incentives, increase engagement and improve the overall shopping experience, per the company statement.
Dive Insight:
As the COVID-19 pandemic continues, loyalty incentives, along with other factors like price and product availability, are especially important to consumers.
Claire's is the most recent retailer to implement or revamp its loyalty incentives. In September, Kohl's launched a simplified Kohl's Rewards program across the country after first piloting it in 13 markets. Madewell updated its Insider loyalty program in August to give shoppers points for each dollar spent.
The launch of Claire's loyalty program comes as the retailer moves on from financial challenges in recent years. The retailer filed for bankruptcy in March 2018, and by October of that year the retailer emerged from Chapter 11 with $1.9 billion in debt eliminated and $575 million in new funding.
Last year, the company tapped Ryan Vero, formerly of Party City, to serve as its CEO.
