Observed Signal · Sep 23, 2026 · Product Launch · Source: Retail Dive · Impact: 1/5 · Sentiment: Positive
At Home launches Design Rewards loyalty program based on customer feedback
At Home, a home furnishings retailer, has launched a revamped loyalty program called Design Rewards, replacing its Insider Perks program. The retailer used customer research, focus groups, behavioral testing, and a conjoint study to design the new program, which offers baseline members four points per dollar and a $10 coupon for every 1,000 points earned. VIP customers spending at least $350 annually earn five points per dollar. The company plans to maintain an ongoing customer community for continuous feedback to evolve the program, aiming to keep it aligned with customer expectations in a crowded loyalty landscape.
The news is about a retail loyalty program launch, which is relevant to the retail marketing sector and customer data, but it is not a major adtech or martech development. It is specific to a single retailer and does not affect the broader industry.
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Key Takeaways & Evidence Grounding
- At Home launched Design Rewards on September 23, 2026.
- Design Rewards replaces the Insider Perks loyalty program.
- Baseline members earn 4 points per dollar spent; VIP customers earn 5 points per dollar after spending $350 annually.
- Members receive a $10 coupon for every 1,000 points earned.
- At Home plans to create an ongoing customer community for continuous feedback.
- Customer research and focus groups informed the design of the program.
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Retailers Expand and Complicate Loyalty Programs
Modern Retail’s annual analysis — excerpted in Digiday — finds loyalty programs have become more prevalent and more complex across major retailers. The analysis reports 89% of retailers surveyed now offer a loyalty program, up from 79% the prior year, with both free and paid tiers included. A March 2025 Salesforce survey similarly found two‑thirds of retailers offered loyalty programs and 29% planned to introduce one within 24 months. Examples cited include Target offering a free year of its Target Circle 360 to high‑spend members (Aug–Sep 2025), Amazon and Walmart bundling third‑party streaming perks into paid memberships, Lowe’s operating separate homeowner and professional programs (MyLowe’s Rewards; MyLowe’s Pro Rewards), Barnes & Noble running free and paid tiers, and Macy’s halting enrollments for its paid Red Carpet program. Retail and vendor executives quoted emphasize loyalty’s growing strategic importance in an AI‑driven commerce environment.
Dick’s launches $99 paid loyalty tier
Dick’s Sporting Goods launched ScoreCard+, a $99-per-year paid loyalty tier that offers benefits including free shipping, access to exclusive promotions, a 20% discount on in-store services and experiences, and $100 in rewards delivered as $25 each quarter. ScoreCard+ members also receive one free service or experience annually (up to $100) and can earn 3x points on one purchase per year. Dick’s said it has about 30 million loyalty members who account for more than 75% of sales and is offering $100 toward Dick’s owned brands for customers who sign up in July. The company is also enhancing its free ScoreCard program, relaunched its credit card in May with enhanced rewards, introduced an AI shopping adviser, and continues to invest in its Dick’s Media Network to monetize first-party shopper audiences.
L.L. Bean launches rewards program with charitable voting
L.L. Bean launched a free loyalty program that awards members 1 point per $1 on qualifying purchases (150 points = $5 in 'Bean Bucks'), offers perks such as free shipping on orders over $50, special offers and 10% off outdoor discovery programs, and lets members vote on how $250,000 of the retailer’s charitable investments are directed. The program debuted Aug. 11, 2026, and launches with four charitable partners: the National Park Foundation, YMCA, Mental Health America and the Appalachian Mountain Club. L.L.Bean Mastercard cardmembers receive enhanced benefits, including a birthday bonus and an increased 5% back in Bean Bucks (up from 4%). The retailer framed the program as a way to deepen customer engagement and reward loyalty.
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