Roughly one million signed-in app customers were shopping within the Macy’s ecosystem but were not enrolled in Star Rewards.

These customers were missing loyalty benefits while Macy’s missed an opportunity to deepen engagement.

The opportunity was to increase enrollment by removing friction from the signup process.

Customers are most receptive to loyalty incentives when they are about to complete a purchase.

Rather than directing customers to a separate signup flow, we embedded enrollment directly into checkout. This allows customers to join and benefit immediately.

The experience needed to balance three critical constraints:

• speed
• context
• trust

Enrollment had to be fast enough to avoid slowing checkout, contextual enough to feel relevant, and transparent enough for customers to understand what they were joining.

Signed-in customers can enroll in Star Rewards with a single tap, without completing additional forms. The interface clearly surfaces the benefits customers unlock before confirming enrollment.

Once enrolled, checkout continues seamlessly so customers can complete their purchase without interruption.

Because the interaction occurs during checkout, the experience needed to feel responsive and lightweight.

A subtle confetti animation celebrates successful enrollment while fading quickly to avoid disrupting the checkout flow.

A frictionless path for customers to join Macy’s loyalty program at the moment it was most relevant.

The experience reduces signup friction, surfaces immediate value, and integrates loyalty naturally into the purchase journey. It transforms enrollment from a separate task into a simple step within checkout.