Macy's Launches Star Rewards to Replace Regional Loyalty Programs

All stores—and loyalty cards—adopt the Macy's name next month

Macy's 14 million current members will be automatically enrolled in Star Rewards, a four-tiered loyalty program that assigns color-coded cards based on shoppers' purchase levels.

The launch of Star Rewards coincides with Macy's effort to drop the hyphenated names of three divisions (Atlanta-based Rich's-Macy's, Lazarus-Macy's and Goldsmith's-Macy's; Miami-based Burdines-Macy's; and Seattle-based Bon-Macy's). As of March 6, all 423 stores nationally become simply Macy's.