Struggling apparel retailer J.Crew has launched its first rewards program in a bid to gain back customers. The move is the first major initiative led by President and Chief Experience Officer Adam Brotman, who joined the company in February 2018 and serves as CEO James Brett’s second-in-command.
The new loyalty program is open to all customers, regardless of how they choose to pay, and offers standard perks including a $5 store credit for each $200 spent and free shipping to program members, according to Fortune. While the rewards may not be as innovative as those offered by other retailers, the idea was to get the program rolling to set the stage for the retailer, according to Brotman. Soon the retailer plans to offer shoppers personalized and better-targeted ads rather than sending the same deals to everyone.
“Before we can do those things on an advanced level, we wanted to get this foundational element in place, which is the J.Crew loyalty program,” said Brotman to Fortune. “This is a key step in establishing a relationship strategy with our customers. It’s a key piece of a bigger picture.”
J.Crew has reported 13 straight quarters of comparable sales declines, including a 6% drop in Q1 2018. The retailer recently opened a menswear store in the Dumbo neighborhood of Brooklyn, N.Y. that features a Fellow Barber barbershop and includes a variety of local brands across fashion, home and grooming.