Starting Tuesday, the Menomonee Falls, Wisconsin-based retailer rolls out its Kohl’s Rewards program nationwide, replacing previous loyalty program Yes2You Rewards in which members earned points on purchases that were then converted into rewards.
Now, with the free program, members earn 5% Kohl’s Cash daily on every purchase and will get personalized deals and perks like a birthday gift.
“We’ve eliminated points as part of Kohl’s Rewards and changed our currency into Kohl’s Cash,” Greg Revelle, Kohl’s chief marketing officer, said in an interview with USA TODAY. “So that will make it much easier for customers to understand what they’re earning, what they have available and how to redeem it.”
The 30 million members of Yes2You Rewards program, which launched nationwide in 2014, will be automatically transitioned into Kohl’s Rewards and existing Yes2You Rewards points will be converted into the new program.
All Kohl’s shoppers, including members, will still be able to get $10 Kohl’s Cash for every $50 spent during Kohl’s Cash promotional event periods, Revelle said.
Revelle said the new program simplifies Kohl’s “overall loyalty proposition” by combining the longstanding Kohl’s Cash program with rewards.
“Customers really want to redeem their Kohl’s Cash so we want to make it as easy and seamless as we possibly can do that,” he said. “And part of that is communication and making sure they know what they have.”
Members can get reminders on the app, via email and through text messaging if they sign up for that.
Kohl’s began developing the program about two years ago and piloted it in 13 markets: Austin and San Antonio, Texas; Baltimore; Buffalo and Rochester, New York; Indianapolis; Kansas City and St. Louis, Missouri; Minneapolis; Nashville, Tennessee; Phoenix; Raleigh, North Carolina; and Washington D.C.
Kohl’s CEO Michelle Gass spoke of the nationwide roll-out during the retailer’s quarterly earnings in August and said loyalty was an “important piece of our strategy.”
“We saw positive results in our pilot and are confident that this new program will further enhance our position as a leader in the industry,” Gass said.
Like other loyalty programs including Macy’s, Nordstrom and J.C. Penney, there are extra perks for store credit card holders. Revelle said shoppers with a Kohl’s credit card will have access to more discounts and with personalized offers may be able to earn rewards faster.
This article originally appeared in USA Today.