At Home is upgrading the company’s Insider Perks loyalty program, renaming it Design Rewards in an initiative developed to help the retailer better understand and recognize customers while providing a more personal shopping experience and additional ways to save money.
Consumers who sign up for Design Rewards earn points on every purchase in-store and online, unlock exclusive experiences and offers, and gain benefits access tailored to how they engage with At Home.
Design Rewards centers the member experience around four critical factors, the company stated:
- Value. Every purchase counts toward future savings, with members receiving a $10 Design Reward for each 1,000 points they earn, with base members getting four points per dollar, VIP members getting five points per dollar and At Home credit cardholders getting 50% more points.
- Recognition. Design Rewards helps At Home better acknowledge members’ relationships with the brand across stores and online while rewarding deeper engagement via differentiated benefits and experiences for VIP loyalty members, At Home credit cardholders and participants in the PRO program for interior designers, decorators, contractors and trade professionals.
- Access. Members get more shop-first opportunities when it comes to deals such as promotions, and they can enjoy exclusive offers, sneak peeks, exclusive shopping events and early access to select product rollouts.
- Personalization. At Home is applying customer research to make the overall loyalty member shopping experience more relevant across channels with tailored recommendations, premiums and inspiration based on how members shop and style their spaces.
At Home pointed out that it continues to elevate the shopping experience with an expanded assortment, greater emphasis on quality, materials and trend-forward design, as well as a more curated approach to operations that makes discovering furniture, décor, seasonal collections and related merchandise easier for customers no matter the style or budget.
“Design Rewards goes beyond simply offering another coupon,” said David Coulson, At Home head of loyalty and CRM. “It gives us a better opportunity to understand our customers and make their experience more relevant to them. Ultimately, that allows us to create richer, more meaningful moments with our customers around the homes, celebrations and experiences that matter to them.”
