Dive Brief:
- The Children’s Place relaunched its MyPlace Rewards loyalty program with a three-tiered structure — Insider, Stylist and Icon — and new perks, the company announced Tuesday.
- Universal perks include 1 point for every dollar spent, with a $5 discount for every 100 points. Customers will also receive a 20% coupon on children’s birthdays, access to free gift wrapping and access to bonus events.
- Members can reach the second tier by spending at least $75 annually and the third tier by spending more than $300. Higher-tier perks include earning double points for purchases on days they select and access to additional special offers and events.
Dive Insight:
The Children’s Place revamped its loyalty program as part of a broader strategy aimed at deepening customer engagement.
MyPlace Rewards members make twice as many trips, and their average order value is 1.2 times greater than non-members, according to a Q2 2025 earnings presentation released earlier this month.
The updated MyPlace Rewards is designed to foster engagement while making each interaction feel more rewarding and offering greater flexibility, according to Smeeta Khetarpaul, head of marketing.
Under the old program, customers would receive a reward certificate every 45 days, according to Khetarpaul. Now customers can choose to redeem their points as they wish, provided they have earned a discount.
The updated program is also expected to help the retailer improve personalization.
“Through loyalty, we gain valuable insights such as children’s ages, gender and shopper type,” whether that’s a grandparent, parent, uncle or aunt, Khetarpaul told CX Dive in an email. “This allows us to deliver more personalized, relevant offers and create a more engaging and meaningful experience for each customer.”
Members who reach the Icon level receive the unique benefit of expedited order processing. This puts their orders ahead of other customers’ at the distribution center, which allows it to be delivered faster barring unforeseen delays, according to Khetarpaul.
The kid’s retailer loyalty revamp follows a weak quarter. Net sales fell 6.8% year over year to $298 million in the second quarter of 2025, according to a company earnings report from earlier this month. While sales overall fell, the company recorded its first year-over-year comparable sales growth in 18 months during the month of July.
Loyalty is just one aspect of The Children’s Place plan for returning to growth. In April, the company announced that it would open new stores and explore fresh concepts after years of closures.
Existing stores have fallen victim to neglect as well. In an April note to shareholders, Executive Chairman Turki AlRajhi wrote that “the appearance and poor condition of TCP’s stores detract from the shopping experience of store customers.”
