Macy's loyalty program, called Star Rewards, now lets customers earn on every purchase, no matter how they pay and rewards can be used to buy top brand items.

The changes to the program, which underwent a re-launch in 2017 and expansion in 2019, is being embraced by shoppers, according to a press release.

The program has nearly 30 million members who are enrolled in one of three tiers (silver, gold, platinum) based on annual spend.

Star Rewards members enjoy special benefits, including Star Money Bonus Days, where customers can earn bonus points toward Star Money even faster, perks and offers including extra savings and access to exclusive events, and a birthday surprise.

"With nearly 30 million members and growing, Macy's Star Rewards program has been a huge hit," said Rich Lennox, Macy's chief customer officer, in the release. "We hugged our best customers with the relaunch in October 2017 and then expanded it in 2018 to all customers. We have seen strong results and received positive customer feedback. With this next phase of the program, all customers will earn rewards on everything they buy (except gift cards, services and fees) and can redeem on anything they choose. In the simplest terms, it’s how we love our customers back."

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