At Home Redesigns Loyalty Program Using Customer Feedback
Home decor retailer At Home is rebuilding its loyalty program by soliciting direct shopper input on rewards and structure, rather than designing top-down and testing reactions after launch.
At Home, the U.S. home decor retailer, is reshaping its customer loyalty program and says it is building that evolution around direct customer input. Reporting from Customer Experience Dive indicates the retailer has been soliciting shopper feedback and using it to guide how the program's structure, rewards and member experience are being redesigned.
Details on the specific mechanics of the revamped program — tiers, point structures or timing of rollout — were not fully specified in available reporting. The core news is the approach itself: a retailer treating loyalty-program design as a two-way conversation with its customer base rather than a top-down rollout.
Loyalty programs are one of the clearest places where customer experience strategy meets business performance — they shape repeat-purchase behavior, data collection and perceived brand value. When a retailer opens the design process to customer input, it signals a shift from loyalty-as-marketing-mechanism toward loyalty-as-relationship, which can affect everything from member retention to how trust is built around data sharing.
For experience and retail leaders, this is a reminder that loyalty programs succeed or fail based on whether members feel the value exchange is fair and relevant to them. Co-design with customers — even in limited form — can surface friction points that internal teams miss, such as reward structures that look generous on paper but feel irrelevant in practice.
Asking customers what they want from a loyalty program sounds obvious, yet most retailers still design these programs from the finance or marketing side of the table, then test reactions after launch.
The real signal here isn't that At Home asked for feedback — it's that asking is still treated as noteworthy. A loyalty program is a standing behavioral contract: customers trade data and repeat spend for value they can actually feel. If a brand only discovers what "value" means to its members after launch, it has already priced the contract wrong. The operators who get this right don't run one feedback round before a relaunch; they build ongoing listening into the program itself, so the reward structure keeps pace with how customer expectations actually shift.