At Home gives its customers a voice in its loyalty program evolution

At Home is overhauling its Insider Perks loyalty program to focus more on direct financial benefits for shoppers. For furniture and home decor retailers, this shift highlights a growing trend: customers want immediate value and flexible payment options rather than just points. The retailer used extensive focus groups and behavioral testing to determine that shoppers are looking for more tangible rewards at the point of sale. What this means for your business is a necessary shift toward 'high-value' loyalty perks. At Home discovered that simpler tier structures and exclusive access to promotional pricing are primary drivers for repeat big-ticket purchases. The program now includes more aggressive 'perks' that act as a bridge to conversion for customers who might be hesitant about large discretionary spends. While the company is focusing on tiered rewards, the underlying strategy is to lower the barrier to entry for shoppers through constant value signaling. This serves as a reminder that your loyalty program should work in tandem with your financing offers to make high-ticket items feel more attainable.

Source: Retail Dive

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