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Press release from Business Wire

Bloomingdale's Launches Rewarding Loyalty Program

<p class='bwalignc'> <i><b>Everyone's invited, No matter how you pay </b></i><br/><i><b>Tender-Neutral Program Delivers Points with Instant Gratification</b></i> </p>

Monday, February 27, 2012

Bloomingdale's Launches Rewarding Loyalty Program08:00 EST Monday, February 27, 2012 NEW YORK (Business Wire) -- Bloomingdale's today launches its new customer loyalty program called Loyallist in all U.S. retail locations and online. The new tender-neutral program is streamlined and delivers benefits to any customer shopping with a U.S. address at Bloomingdale's -- regardless of how they pay. Members of the loyalty program will accumulate points each time they shop and for every 5,000 points will receive a Reward Card worth 25 dollars. The Rewards Card can be redeemed on all merchandise (exclusive of gift cards) and are issued the moment earned, in the store or overnight via e-mail if earned online, for use the very next day. “Through this new loyalty rewards program, Bloomingdale's is reinforcing our commitment to our customers,” said Tony Spring, president and COO. “We want to recognize those shoppers who continue to be loyal to our brand and engage new shoppers by offering a very distinctive program.” Now, we're getting to the point. There are three different levels at which shoppers can earn points. Loyallists will receive one (1) point for every dollar spent in-store, on bloomingdales.com and at outlet locations. Shoppers who use their Bloomingdale's credit card will earn three (3) points per dollar. Those at the “Top of the List,” who have spent $3500 or more annually at Bloomingdale's on their Bloomingdale's card will earn four (4) points per dollar and will be recognized by their black Bloomingdale's Reserve card. What's more? Being a member is beautiful; all Loyallists earn double points on every cosmetics and fragrance purchase. For those at the “Top of the List,” free basic shipping at any price in-store and online and unlimited free gift wrap – making it easy for Bloomingdale's shoppers to show their loyalty to others. The program will kick into full gear during the semi-annual HOT promotion (March 8-18). On Thursday, March 8 the retailer will host a nationwide in-store event featuring music, games of chance and fun surprises for all. Loyallists will receive Triple Points, exciting new Power Points, and be entered to be one of ten (10) winners of a 1 million point giveaway. Loyallists who shop during this time are automatically entered to win; there will be an alternative means of entry via mail. Current Bloomingdale's credit card holders will be automatically enrolled beginning Feb. 27, 2012 and their points will be tracked via their credit cards. Shoppers interested in joining the program should keep an eye out for special QR codes for more information or visit a local Bloomingdale's sales associate to get started and receive points from the very first purchase. Prospective members can learn more by texting “Loyallist” to 51515 and enroll at bloomingdales.com/loyallist, where points can be monitored and exclusive Loyallist offers will be listed. In addition to credit cards, customers who enroll in the program or open a new account in-store will be issued a Loyallist membership card. Enrolled customers will see their points earned on a transaction as well as their total points on each receipt, both in-store and online. Please visit bloomingdales.com/loyallist starting Feb. 27 for the program's full terms and conditions. Bloomingdale's is America's only nationwide, full-line, upscale department store and a division of Macy's, Inc. It was founded in 1872 and currently operates 38 Bloomingdale's stores and 7 Bloomingdale's, The Outlet Stores in New York, New Jersey, Massachusetts, Pennsylvania, Maryland, Virginia, Illinois, Minnesota, Georgia, Florida, Nevada, and California. In addition, Bloomingdale's has an international presence with a location in Dubai. Be sure to follow Bloomingdale's on Facebook or Twitter, and for more information, or to shop any time, visit www.bloomingdales.com. Bloomingdale?sMarissa Vitagliano, OVP National Media, 212-705-2439marissa.vitagliano@bloomingdales.com