Starting July 1, the new ScoreCard+ tier provides members with a package of incentives, including a guaranteed $100 in annual rewards distributed quarterly, unlimited free standard shipping, and a 20% discount on in-store services and experiences. Subscribers also receive one complimentary service or experience annually and a one-time 3x points multiplier on a purchase. Those who join in July receive an additional $100 in credit toward the company’s private-label brands, such as CALIA and VRST.

Simultaneously, the standard ScoreCard program is receiving updates to encourage higher transaction frequency. The minimum threshold for redeeming rewards has been halved to $5 for 150 points, and members can now earn points on services like bike repairs and golf simulator sessions. The company is also integrating its MOVE fitness tracking feature, allowing users to earn points by hitting daily activity goals. According to Emily Silver, Chief Marketing Officer, the shift reflects a move to reward total brand interaction rather than just retail transactions. With 30 million members driving over 75% of sales, these changes aim to solidify the retailer's omni-channel dominance.