Michaels Enhances Engagement With Updated Loyalty Program

Michaels is updating its loyalty program to let members earn rewards through specific product purchases, bonus offers and seasonal promotions.

In the update, new and existing program members will earn an introductory offer of $5 in rewards earned on a purchase of $25 or more through September 12.

In September, Michaels Rewards members will begin receiving weekly reward specials and targeted bonus offers. As they reach the qualifying level, loyalty program members will automatically receive a $5 rewards voucher to redeem on a future purchase.

Michaels Rewards members can manage their account on Michaels.com and through the retailer’s app, where they can activate the latest bonus offers, see how much they’ve accumulated and check out the weekly rewards specials.

“We are constantly looking to enhance the ways we engage with our customers as we expand our digital and omnichannel capabilities,” said Michaels chief customer officer, Vidya Jwala. “Our revamped loyalty program allows us to create long-term engagement with our Michaels Rewards members, while strengthening our relationships with the maker community. As the program expands, we’ll look to introduce even more ways for our members to earn rewards and provide more value to our community of crafters.”