What: the retailer creates a new Top of the List Unlocked status

Why is it important: Bloomingdale’s focuses on the highest spenders for the first time.

Consumers who spend more than USD 15 000 per year will receive elevated benefits in the retailer’s new Top of the List Unlocked status, its new most rewarded category.

Top of the List Unlocked members have been increasing their luxury spending during the Covid-19 pandemic when discretionary income wasn’t being allocated to travel and entertainment. Rather than apparel, however, consumers bought fine jewelry and shoes, said Frank Berman, executive vice president and chief marketing officer of Bloomingdale’s.

“It’s a really small group,” Berman said of Top of the List Unlocked members, adding that these highly-engaged consumers on average visit stores and shop online 30-plus times per year. “It’s less than 1% of customers, but accounts for a pretty sizable percentage of our luxury customers. This group is in a different stratosphere. They’re a disproportionate part of our business and they’re the apostles who go out and recruit the next new generation of top customers.”

Top of the List Unlocked members are predominantly women and in their Forties – the age is a sweet spot for Bloomingale's. These clients “buy every category of merchandise from us, including luxury fashion and home. She has an active youthful lifestyle and is in touch with what’s happening and what’s new,” Berman said.

Members in the top Loyallist tier can now earn 10 points per dollar, or 5% back, with a Bloomingdale’s credit card, or one point per dollar with any other payment method. This tier will also receive early access to products, get four triple point days per year, an unlimited return window, free local delivery and special offers and promotions.

Bloomingdale’s created a private Instagram account for Top of the List Unlocked members, launching later this month. “These customers will be able to preorder products from top brands before everyone else,” Berman said. “It’s all handled through our 59th street flagship. There will be exclusive Instagram content and access to the Best of Bloomingdale’s cobranded credit card with American Express AXP +0.2% AXP +0.2% AXP +0.2% with all purchases earning 5%.”

Bloomingdale’s Revamps Loyallist Program With New Perks For Top Customers