Macy’s Converts Field’s Shoppers, Stars in TV Series
Marshall Field’s shoppers may be losing their stores, but they won’t lose their frequent-shopper perks.
Members of Field’s loyalty program, Regards, will be automatically enrolled in Macy’s Star Rewards program as parent Federated Department Stores completes its conversion of Marshall Field’s 61 stores to its Macy’s nameplate by September.
Federated will tout the completed conversion with a documentary series show slated to air on cable network WE: Women’s Entertainment. The eight-episode series, Unwrapping Macy’s, premieres on Sept. 30. The documentary shows Macy’s staffers in their daily work pursuits, from choosing merchandise to planning the Macy’s Thanksgiving Day Parade.
Marshall Field’s Regards program will be discontinued on July 31; cardholders who have used their Regards card within the last year are expected to receive Star Rewards cards via mail by early September. Regards cardholders can use their old cards to earn Star Rewards perks until new Macy’s cards arrive.
Star Rewards has lower thresholds for perks than Regards: Members need to spend only $1,000 to qualify for top-level rewards, versus $2,000 for Regards’ top tier.
The Regards program was first launched in the early 1990s by Dayton Hudson Corp., for its Dayton’s and Field’s stores. The company converted its Dayton stores (mostly in Minnesota and Michigan) to Marshall Field’s in 2001, raising the ire of longtime Dayton’s shoppers.
Macy’s stores will continue to accept Marshall Field’s credit cards indefinitely.
