Chico’s FAS, Inc. Revamped Rewards+ Loyalty programs on the three brands

FORT MYERS, Florida., July 13, 2022 /PRNewswire/ — Chico’s FAS, Inc. (NYSE:CHS) (“Chico’s FAS” or the “Company”) announces the launch of New customer loyalty programs for its three brands, Chico’s, White House Black Market and Soma, reinforcing the retailer’s customer-centric and digital-first strategic priorities.

For the Chico’s brand, this is the first significant change in the customer loyalty experience since the Chico’s Passport® loyalty program launched in 1990. The new Rewards+ loyalty programs offer Chico’s FAS customers more personalized and transparent opportunities to reap the benefits of their loyalty to the company’s brands.

With a tiered benefits structure, the new programs revitalize the retail experience for the company’s customers by emphasizing a “scalable” loyalty approach that delivers earned benefits aligned with spending trends client. The programs amplify each brand’s unique strengths, enabling simplified yet meaningful customer engagement across all touchpoints. For example, with a minimum annual expenditure of $500, Chico’s Rewards+ members will have access to enhanced benefits at each new level, such as personalized rewards offers; a new birthday reward experience; VIP access to limited edition products, collection previews and collaborations; enhanced styling services and personalized campaigns.

“Chico’s FAS purpose is to promote a caring world where women never have to compromise. Providing solutions, building communities and creating memorable experiences to bring women confidence and joy through personalized shopping experiences designed to help women feel their best. Our awards+ The programs celebrate the exceptional customer loyalty we work so hard to earn every day. New programs offer spend-friendly benefit packages that deliver industry-leading value with more meaningful ways to reward her every time she shops with us; two things that are more important than ever to our customers,” said Molly LangensteinCEO of Chico’s FAS.

About the programs

Chico+ rewards elevates customers from a lifetime tier to 4 tiers (Daring, Magnetic, Fierce, and Phenomenal) based on annual spend thresholds that unlock access to benefits on their first purchase. For example, members who unlock the Phenomenal tier receive benefits including 5% back in rewards, free shipping and returns on all chicos.com purchases, and early access to new products.

In addition to the new benefits of the Chico’s Rewards+ program and to preserve the loyalty of former Chico’s Passport members (now called Founders 5), the daily 5% discount and free shipping benefit will continue in addition to the new benefits.

WHBM+ Awards Going from a loyalty program that limited access to benefits to WHBM members who met minimum spend thresholds to one that unlocks new earned rewards and shipping benefits with its first transaction allows the brand to start engage and reward New WHBM® customers earlier.

Soma+ Rewards: This program reinforces the client’s wellness journey and investment in herself through accessible, tiered thresholds with benefits designed to motivate increased engagement and additional spending. Unlike old Love Soma rewards® program, the New Soma+ Rewards The program includes 4 tiers (Dream, Serene, Bliss and Cloud 9) to increase frequency across customer segments and reduce plateau effects.

“Consumer experience and consumer expectations go hand in hand, and Chico’s FAS was faced with the challenge of revamping a program like Chico’s Passport® that buyers have known for more than 30 years. Drawing on extensive consumer research and strong executive insight, we were able to work together to redesign and launch exciting new loyalty experiences for each brand,” said Stephanie Meltzer-Paul, EVP of Loyalty for Mastercard, the strategic loyalty partner of Chico’s FAS. “This new suite of loyalty programs reinforces FAS de Chico’s position as a leader in customer engagement and loyalty, and we look forward to continuing to work closely together in the future.”

Quick Fact – Dated August 24, 2021the company operated 1,284 stores in the United States and sold merchandise through 66 international franchise stores in the United States. Mexico and 2 national franchise airports. Company merchandise is also available at www.chicos.com, www.chicosofftherack.com, www.whbm.com and www.soma.com as well as through third-party channels.


Chico’s FAS is a FloridaSanibel-based fashion company, founded in 1983 on Sanibel Island, Florida. The company has reinvented the fashion retail experience by creating service-driven fashion communities that put the customer at the center of everything we do. As one of the leading fashion retailers in North AmericaChico’s FAS is a company of three unique brands – Chico’s, WHBM and Soma – each thriving in its own white space, founded by women, led by women, providing solutions that millions of women believe gives them confidence and joy .

Our company has a passion for fashion and every day we provide apparel, footwear and accessories, intimate apparel and expert styling in our physical stores, online digital stores and through Style Connect, the style tool proprietary digital company that allows customers to shop where, when and how they want.

To learn more about Chico’s SAF, please visit our website at www.chicosfas.com. Information on our corporate website does not and should not be considered part of this press release or incorporated into our filings under federal securities law.

Media Contact:
Sheila Smith
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SOURCESAF by Chico, Inc.

Joseph P. Harris