Famous Footwear Launches New Loyalty Program
Famously YOU Rewards recognizes customer loyalty through new customer-focused communications and a more
rewarding program experience
Caleres (NYSE: CAL)(caleres.com)
Famous Footwear today launched Famously YOU Rewards, a new and improved loyalty program that builds on its more than 20-year
history of rewarding customer loyalty and delivering valuable savings when shopping for shoes.
The new Rewards program is more personal and relevant to today’s customer by rewarding customers where and how they shop with
Famous Footwear. “We saw a significant opportunity to improve how we connect with our customers. We’re increasing our focus on
customer loyalty to ensure members feel valued, are rewarded with our best savings, and receive communications that are more
engaging,” said Molly Adams, president of Famous Footwear.
The new program branding features a fun, fresh, engaging look and feel that’s more personal, current and relevant – with a focus
on YOU, the customer, in name, copy and design. The program remains free to join and all previously enrolled members in Famous
Footwear Rewards have been automatically transitioned into Famously YOU Rewards. Members maintain all previously earned tier-level
benefits and Reward earning opportunities.
The program was built on insights from extensive customer research to focus on what customers want most in their loyalty
program. The first new benefit – free shipping for online orders, every day for all members, with no minimum – was pre-released in
mid-February. The free shipping benefit encourages the program’s more than 11 million active members to shop across channels and
attracts new customers in a competitive online shopping environment. To further reward cross-channel purchase and accelerate Reward
earning, the new program awards members bonus points when they purchase online or engage in the app.
In addition to free shipping and new bonus point earning opportunities, program members continue to benefit from:
- The opportunity to earn points for every dollar spent – the more a customer spends, the more rewards
they earn
- Reward Cash, which has a new name driven by customers who perceived a more tangible and immediate
understanding of the value of rewards for points earned
- The program’s two-tier structure, now named Star and Superstar (those who spend $200 in 12 months),
with Superstars earning points 50% faster
- Bigger, better birthday gifts, and double points for purchases made during the member’s birthday
month
- Early access and special sales throughout the year
- Bonus points days throughout the year, giving members more opportunities to build points faster
- Additional opportunities to be rewarded for specific behaviors, which will increase reward earning
potential through points
- Support of Famous Footwear’s charitable partnerships by awarding members with double points for all
purchases that include a donation to long-time partner, March of Dimes, during this Spring’s fundraising campaign
- Flexible redemption, with the ability to create and redeem Reward Cash anytime, whether shopping in
stores, on famous.com, or on the Famous Footwear app
Future program enhancements will continue to put the customer first, providing her even more flexibility and value across
channels. Members-only promotions and additional benefits will be launched throughout the year to surprise and delight members.
About Famous Footwear
Famous Footwear is the place to shop for shoes for women, men, and kids from hundreds of name brands including Nike, Converse,
adidas, Vans, Sperry, Skechers, Birkenstock, madden girl, Roxy, Timberland, and more. With nearly 1,000 stores in the U.S. and
Canada and even more selection online at Famous.com and FamousFootwear.ca, Famous Footwear is a leading family footwear
destination for the brands you love in the easy shopping experience you need.
About Caleres (NYSE: CAL)
Caleres is a diverse portfolio of global footwear brands. Our products are available virtually everywhere - in the over
1,200 retail stores we operate, in hundreds of major department and specialty stores, on our branded e-commerce sites, and on many
additional third-party retail websites. Famous Footwear offers great casual and athletic brands for the entire family with
convenient, curated, affordable collections. Sam Edelman keeps expressive women in step with the latest trends in a playful,
whimsical way. Naturalizer shoes are beautiful from the inside out, with elegant simplicity and legendary fit re-imagined for
today’s consumer. Allen Edmonds combines old world craft with new world technology to create luxe footwear for the discerning man
who wants sophisticated, modern classics. Rounding out our family of brands are Vionic, Vince, Franco Sarto, Dr. Scholl’s Shoes,
LifeStride, Via Spiga, Diane von Furstenberg, Blowfish Malibu, Bzees, Carlos by Carlos Santana, Circus by Sam Edelman, Fergie, and
rykä. Combined, these brands make Caleres a company with both a legacy and a mission. Our legacy is our more than 140 years of
craftsmanship and our passion for fit, while our mission is to continue to inspire people to feel good…feet
first. Visit caleres.com to learn more about us.
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Investor Contact:
Peggy Reilly Tharp, Caleres
(314) 854-4134, ptharp@caleres.com
Media Contact
Jo Ann Stoda, Caleres
(314) 854-3131, jstoda@caleres.com
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