Gap Inc. is rejiggering its rewards program to allow members to earn and redeem rewards across its umbrella of brands, forgoing the limitation of loyalty to just one brand and instead gaining customer devotion to its portfolio of brands.
The company’s new integrated loyalty solution, which is available across the U.S. and Puerto Rico, simplifies and streamlines how members can earn and redeem their rewards by combining the previous credit card and loyalty programs under Navyist Rewards, Gap Good Rewards, Banana Republic Rewards and Athleta Rewards.
“Our goal is to turn our customers into lifelong loyalists by reimagining our Rewards program and creating unique, personalized experiences that will make it easier to shop, earn and redeem rewards across our family of brands,” said John Strain, Chief Customer, Digital and Technology Officer at Gap Inc.
“We’re excited to build on the success of the loyalty program launched last year, which incorporates customer feedback to create an incredible experience for our members.”
The newly launched program allows cardmembers to progress through its various tiers, enabling them to earn 5 points for every $1 spent across its family of brands, while rewards members can earn 1 point for every $1 spent.
Members can now also redeem their rewards faster in $1 or 100 point increments as opposed to 500 point increments in the old loyalty program. In addition, members can choose to donate to one of Gap Inc.’s five charitable funds, receive special perks, bonuses and brand-exclusive benefits when they join.
“We heard loud and clear from our most loyal customers that they value brands that are a force for good in the world,” said Chris Samway, Head of Rewards, Loyalty & Payments at Gap Inc.
“With this in mind, we set out to design a program that gives our members opportunities to help make our communities stronger through programs that empower and support women, youth and the underserved, and bolsters our commitment to driving social change.”