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Madewell Expands Loyalty Program to Include Big Denim Rewards

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Madewell is incentivizing shoppers to buy its signature denim. The brand just announced new perks for members of its loyalty program, Madewell Insider, offering loyalty points for every dollar spent—and double the points for denim and charitable products such as its Vote T-shirt, which benefits the American Civil Liberties Union (ACLU).

Beginning Tuesday, the denim brand will expand its program offerings, which already include benefits such as free shipping and customization, special birthday gifts and early access to seasonal collections and popular collaborations. Users will be able to use their loyalty points on all items purchased both in-store and online.

For every 250 points earned, members will receive a $10 reward. Madewell Star and Icon members (those who spend $500 and $1,000, respectively) will earn triple points on select days throughout the year.

Madewell’s loyalty program launched in 2016 and now has a 62 percent participation rate from customers.

Expanding the program could be a strategy for increasing sales in the wake of the Covid-19 pandemic, which threw a wrench in Madewell’s highly publicized IPO plans in 2019. Though the brand had been planning to go public for months leading up to the pandemic, that plan was shelved when Chinos Holdings, Inc., the parent company of J. Crew and Madewell, filed its voluntary Chapter 11 petition on May 4.