What: Saks Off 5th has remade its loyalty program in a bid to capture a wider audience, encourage repeat shopping and simplify the process of compiling and using points for purchases.

Why is it important: The new program reflects more aggressive marketing at the upscale off-pricer and greater awareness of what customers want.

Off 5th Rewards, launched Wednesday and was made to capture a wider audience, encourage repeat shopping, and simplify the process of compiling and using points for purchases. It’s tender-neutral, designed with a tiered structure that executives say is easy to understand, and replaces the “More” loyalty program that was phased out.

Through the tender neutral Off 5th Rewards program, customers earn points for every dollar spent at saksoff5th.com, on the Saks Off 5th mobile app, or at 100 Saks Off 5th stores, with points earned per dollar increasing with tier status. Once a customer accrues 500 points, they receive a USD 5 reward, redeemable in-store or online. They also get free shipping and access to members-only sales and events. The launch of the loyalty program is being supported through in-store and online marketing, including email, organic and paid social, display, and site advertising.

Saks Off 5th remade its loyalty program