Loyalty programs and personalization
18 statements on the record across 3 companies, ordered by how much each has said. Every quote is verbatim from its call.
Retailers describe loyalty and personalization as active, multiyear buildouts rather than finished capabilities. COST is earliest in the journey, with Millerchip flagging remaining personalization work, testing differentiated MVM messaging in Q2, and framing progress through September as foundational, while new card benefits and executive tier upgrades showed early payoff [m3204, m3203, m3401, m3408, m3389]. LOW has moved further, unifying DIY and Pro rewards onto one MyLowe's Money platform, redesigning Pro Rewards nationwide, and citing 30 million loyalty members who outspend nonmembers by nearly 50% [m3227, m3492, m3518, m3519, m3517, m3520, m3521, m3531]. TGT emphasizes data-driven personalization scale, with Circle delivering four times more personalized offers than a year earlier, 13 million new members added in 2024, and management linking Circle 360 and Drive Up engagement to higher spend [m3550, m3543, m3309, m3567].
Ellison said Lowe's used its Messi partnership to build exposure for MyLowe's Rewards, its DIY loyalty program. [m3227] Ellison said Lowe's launched the redesigned MyLowe's Pro Rewards nationwide the prior week, tailored for small to medium pros, and McFarland said Lowe's is now the only home improvement retailer with distinct DIY and pro programs. [m3492, m3518, m3519] Boltz said the loyalty base reached 30 million members who outspend nonmembers by nearly 50%. [m3517] McFarland said both DIY and pro programs now run on one platform using MyLowe's Money, enabling better data use for tailored offers, and Ellison said this gives more modernized one-to-one marketing capability than before. [m3520, m3521, m3531]
Show the 8 verbatim statements
#m3227 · 2024-08-20 · Marvin Ellison · STATED
“We have very effectively leveraged our partnership with Messi to gain exposure to our new DIY loyalty program, MyLowe's Rewards.”
#m3518 · 2025-02-26 · Joe McFarland · STATED
“We're now the only home improvement retailer to offer distinct programs for both DIY and pro customers.”
#m3492 · 2025-02-26 · Marvin Ellison · STATED · by last week
“Last week, we took the next steps in tailoring our offering for the small to medium pro with the nationwide launch of our redesigned pro loyalty MyLowe's Pro Rewards.”
#m3517 · 2025-02-26 · Bill Boltz · STATED
“We have built a base of 30 million members, who are now outspending nonmembers by nearly 50%.”
#m3519 · 2025-02-26 · Joe McFarland · STATED
“With our new program, we've tailored our offerings specifically for our target customer, small to medium pros. They can start earning rewards immediately and can achieve higher rewards with lower levels of spending compared to the program offered by our largest competitor.”
#m3520 · 2025-02-26 · Joe McFarland · STATED
“Now both our DIY and pro loyalty programs run on the same tech platform and use the same currency, MyLowe's Money.”
#m3521 · 2025-02-26 · Joe McFarland · STATED
“With both loyalty programs now on one platform, our marketing team is able to better leverage the unique data the programs generate to tailor offers for our pro and DIY customers.”
#m3531 · 2025-02-26 · Marvin Ellison · STATED
“one of the key benefits of a loyalty program is that it gives you more database modernized one-to-one marketing capabilities than what we've had in the past.”
Millerchip said Costco still had a lot of work to do on personalization, aiming to improve member experience through more relevant targeted messages. [m3204] As a first step, Millerchip noted Costco sent multiple versions of its digital MVM in Q2, differentiating messages by members' prior shopping behavior. [m3203] By September, Millerchip framed personalization as a multiyear journey, with new member experiences launching as foundation elements are completed. [m3401] Millerchip said Costco added a 5% gas rewards benefit to its credit card, and Vachris reported a meaningful increase in Gold Star upgrades to Executive Membership since new executive benefits were announced. [m3408, m3389]
Show the 5 verbatim statements
#m3204 · 2025-03-06 · Gary Millerchip · STATED
“We still have a lot of work to do in this area, and are excited about the potential to improve the member experience through more relevant targeted messages and experiences.”
#m3203 · 2025-03-06 · Gary Millerchip · STATED
“On personalization, for the first time in Q2, we sent out multiple versions of our digital MVM, differentiating the message for members based on their previous shopping behavior.”
#m3408 · 2025-09-25 · Gary Millerchip · STATED
“We did recently make some changes to our credit card recognizing that we felt there was an opportunity to accelerate the value and also to continue to grow that program. And so we added an incremental benefit where the member can now receive 5% rewards on gas.”
#m3389 · 2025-09-25 · Ron Vachris · STATED
“Since announcing these new executive benefits, we've seen a meaningful increase in upgrades from Gold Star members to Executive Membership.”
#m3401 · 2025-09-25 · Gary Millerchip · STATED · by multiyear journey
“A key focus of our digital strategy is to deliver a seamless experience and more personalized and relevant communications to our members. This is a multiyear journey, and as we complete the foundation elements of our plan, we are able to launch new experiences for members.”
Target Circle drove sharply more personalized offers, with Rick Gomez citing 4 times more personalized offers than a year earlier due to Circle insights. [m3550] Fiddelke stated engagement with Drive Up and Circle 360 correlates with meaningfully higher total spend and increased in-store shopping. [m3567] Brian Cornell said Target Circle insights also fuel more personal, customized offers through Roundel, and reported the program added 13 million members in 2024. [m3543, m3309]
Show the 5 verbatim statements
#m3567 · 2024-08-21 · Michael Fiddelke · STATED
“The thing we see when people engage with Drive Up and with Circle 360 same-day delivery is they spend meaningfully more at Target in total, and their in-store shopping actually increases after they become users of those services.”
#m3543 · 2024-08-21 · Brian Cornell · STATED
“Beyond the direct benefit of guest engagement with the platform, Target Circle also helps us gain deep consumer insights, allowing us to extend more personal, customized offers through our Roundel advertising business.”
#m3550 · 2024-08-21 · Rick Gomez · STATED
“Because of the invaluable insights we gained through Target Circle, we were able to offer 4 times more personalized offers as compared to a year ago.”
#m3566 · 2024-08-21 · Michael Fiddelke · STATED
“One of the things that, that relaunch of Circle provides is it brings the core base Circle program, where guests can find incredible value through the personalized offers that they receive every day; with the Circle card program, where you can save an extra 5% if you're a Circle card member; with Circle 360 program, if you want the best of Target brought to your doorstep.”
#m3309 · 2025-03-04 · Brian Cornell · STATED · by 2024
“We started 2024 with one of the nation's leading loyalty programs and added 13 million members over the course of the year.”
OPEN is an unresolved commitment on the clock; STATED is on the record without a checkable bar and is never counted or scored. Method: methodology.