Federated Department Stores: Loyalty Program

Heinrich's campaign outshines previous approach by 185 basis points.

Federated Department Stores enlisted Heinrich for help with their Star Rewards card loyalty program. In a tight timeframe, Heinrich conceived, created and delivered seven separate marketing packages to 15 million customers. Coupons sent with the reissued cards drove $110 million in incremental sales. Telephone surveys confirmed that 80% of recipients opened their packages. Nearly 500,000 recipients activated online, generating $4.3 million in incremental sales. In all, Macy's/FACS realized a 185-basis-point increase over the previous year's card sales, significantly
exceeding expectations.

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