Michaels has reimagined its loyalty program with enhanced benefits and a new 9% rewards tier, and plans to launch the program in Canada for the first time next month.
Under the new program, the more customers shop and engage, the more rewards they unlock. The program now features three newly defined tiers:
- Red members earn 3% just for joining;
- Gold members earn 6% after $300 in annual spend; and
- Platinum members earn 9% after $1,000 in annual spend.
Each tier builds on the last, such as with tiered birthday perks for every member (30% for Red, 40% for Gold and 50% for Platinum). Gold and Platinum members also will enjoy extras such as tier-based coupons for regular-priced items that can be used every day (20% for Gold, 25% for Platinum), exclusive first looks at new products and events, and a complimentary Michaels tote bag for Platinum members only.
Michaels’ credit card holders will continue to enjoy premium benefits, including periodic free shipping, 20% off their first purchase, special financing offers and no annual spend requirement —now enhanced with new birthday and everyday perks. While all rewards members access exclusive member-only perks, cardholders receive a 30% discount on items every day. Cardholders also will get an exclusive extra 10% discount on custom framing.
As of March 1, all current loyalty members and cardholders have been automatically transitioned into the new structure based on their annual spend.
“The relaunch of our loyalty program is about recognizing and rewarding our most dedicated shoppers,” said Heather Bennett, President and Chief Customer Officer at Michaels in a statement. “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.”
Michaels has eagerly stepped into the void left by the bankruptcies of Joann and Party City, purchasing the Joann IP, expanding its party assortment and adding shop-in-shops focused on sewing and knitting.
