Nordstrom expands loyalty program

Nordstrom (NYSE:JWN) has announced an expansion of its loyalty program, making it easier for consumers to earn $20 Nordstrom Notes. Now, shoppers who join Nordstrom Rewards can earn benefits in any channel, including in any Nordstrom and Nordstrom Rack brick-and-mortar, online stores, and HauteLook.

"As customers' definition of service continues to evolve, we are focused on being responsive and delivering services and experiences that are important to them," said Erik Nordstrom, co-president, Nordstrom. "Our customers have asked us to make Nordstrom Rewards more flexible. They've told us they want to be able to earn points whether they use their Nordstrom card when they shop with us or pay in another way, and today we hope we've delivered on their request."

The new flexibility offers one point per dollar spent when paying without a Nordstrom credit card. To participate, shoppers do not need to carry a card or remember an account number. Membership is identified by a mobile telephone number.

When a customer does use a Nordstrom Visa, Nordstrom retail card or Nordstrom debit card, they will earn two points per dollar.

The revamped program also offers cardholders early access to Anniversary Sales, private holiday shopping parties, alterations and personal bonus points days.

Shoppers can apply online or in any store.

The news of the loyalty program expansion comes just days after the department store chain reported a weak first quarter for 2016, with lower sales and higher markdowns sending profits plunging 64 percent. Just last month Nordstrom announced it was cutting 350 to 400 jobs as the company focuses on improving operations and profits.

The quarter marks the department store's worst financial showing since 2009. Though expanding loyalty is one step, Nordstrom has been scaling back its investment in digital technology, restructuring its tech team and focusing more on brick-and-mortar, in an effort to turn things around.

For more:
- see this Nordstrom press release