Hudson’s Bay Debuts Refreshed Digital Loyalty Program

With the new launch, HBC has eliminated the need for physical rewards cards.

Need to Know

  • The new Hudson’s Bay Rewards Program is a frictionless, omnichannel digital experience that eliminates the need for a physical rewards card.
  • Customers earn points when shopping simply by providing a phone number or email address.
  • Users can manage membership, check point balances, and redeem points directly within HBC’s e-commerce platform.


As part of its ongoing brand relaunch, Hudson’s Bay has refreshed its customer loyalty program, moving it online for a frictionless digital experience.

The revamped Hudson’s Bay Rewards Program, which the company is launching as part of its “Live a Colourful Life” brand overhaul, eliminates the need for a physical card: customers can collect points while shopping simply by providing a phone number or email address. In migrating its loyalty system online, Hudson’s Bay has also provided customers with the ability to check their points balance and redeem points for rewards all within the company’s e-commerce platform when they shop online.

“We undertook extensive consumer research to ensure we were delivering meaningful changes that mattered to our customers,” Allison Litzinger, VP of marketing for Hudson’s Bay said in a press release announcing the revamp. “With the launch of our ‘Live a Colourful Life’ brand platform earlier this year, we are evolving our entire customer experience, and the improvements we have made to Hudson’s Bay Rewards reflect the brand promise and commitment we have made to our customers.”

In addition to the digital migration, the new Hudson’s Bay Rewards Program has a lower points threshold: users now earn 1,000 points for every $5 spent. Program members can now easily gift points to other members online, or donate points to Hudson’s Bay’s charitable partners directly via the company’s website.

In moving its loyalty rewards program online, Hudson’s Bay is aiming to provide an improved e-commerce experience for a customer base that has overwhelmingly turned to online shopping during the COVID-19 pandemic. And it’s a smart move: according to a 2017 study by consulting firm Cap Gemini, 33% of loyalty program complaints relate to poor multi-channel experiences and a weak online user experience, both issues that Hudson’s Bay is directly targeting.

The new Hudson’s Bay Rewards Program launched on September 1.