If you haven't created your account yet, you automatically get 25 points for creating it.
I hate to be the pessimist on this, but this really feels like an area that should be linked to the club membership. It feels silly that these two aren't linked and that someone in the club, who is already spending 300+ a year as part of that, isn't getting any of these fringe benefits that someone who spends that in the store would get. Giving a default silver membership to full year subscribers* or crediting money spent as part of the sub even on a monthly basis feels like it would be appropriate. It would have been nice to credit folks who did have a history in the store too to some extent, even if it was within the last 3-6 months even.
If you go into your account you can earn points by following on IG, having a birthday, sharing on FB, making 15 (!?!??!?!) purchases (really, 15 is the bonus?), etc. I am unsure what the anniversary is but you can set a date to have that added it seems (I just did my first purchase date last July). Can't unsub and resub to texts to get those points it seems though a ghost number may have that work.
I feel like 250 and 500 as the tiers is a little rough, but a total over 5% savings overall is pretty nice if you use your points, up to 7.5% if you are gold. It's similar in that sense to the Hot Topic/Boxlunch systems. I think having free shipping as a reward in there would have been a really compelling touch.
*I am month to month, but for those who aren't...