Members only: U.S. retailers revamp loyalty schemes for Amazon era

Over the past two years, major retailers including Macy’s, Nordstrom, Kohls and others, have spent billions of dollars to overhaul existing programs or launch new loyalty schemes. Around in some form for over a century, loyalty programs have long relied on a simple concept - reward shoppers with coupons, discounts, prizes or air miles and they will come back. E-commerce has changed that. With private fitting rooms, members-only stores and clever apps, stores are now reinventing their old and tested loyalty programs to fend off the challenge from Amazon and other online rivals.