Gap Inc. Announces New Loyalty Program Integrating Rewards Across Brands
Gap Inc. has announced a new integrated rewards program where credit card holders and loyalty members can earn points while shopping online or in-store at Gap, Banana Republic, Old Navy, and Athleta. The new program will simplify and streamline the way members earn and redeem rewards by combining the previous credit card and loyalty programs under Navyist Rewards, Gap Good Rewards, Banana Republic Rewards, and Athleta Rewards.
The new program, One Membership. Four Brands., will make it easier for cardmembers and rewards members to earn points, redeem their rewards faster, and create opportunities to give back by donating to one of five charitable funds. Rewards members will receive special perks, bonuses and exclusive brand benefits upon joining. Regardless of how much they spend or which brand they enroll with, their points will be held in one place.
Cardmembers will earn five points for every $1 spent across Gap's family of brands, and Rewards members will earn one point for every $1 spent. Members will be able to redeem rewards in $1 (or 100 point) increments, rather than 500 point increments as in the old program, allowing for faster accumulation of rewards and quicker redemption.
Total Retail's Take: Retail today is all about providing seamless and integrated experiences to customers across online and in-store channels. Gap has hit the nail on the head with a revamp of its brand loyalty programs to provide one frictionless rewards center, no matter which Gap Inc. brand customers shop.
“We found that customers prefer program benefits that are value-based and extend across brands," said John Strain, chief customer, digital technology officer at Gap Inc., in a company press release. “Consumers wanted a choice on where to redeem points, which they can do through any brand and any channel.”
Social responsibility, brand values and give-back programs at retailers and brands have also drawn increased consumer interest in recent years. Gap's new rewards program includes a Do Good component, which gives members the ability to give back by donating their points to one of five funds that support the brand and company core values. Chris Samway, head of rewards, loyalty and payments at Gap Inc., said the retailer wanted to give loyalty 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.”
As loyalty becomes ever-more crucial to retail survival, Gap Inc. is delivering on all fronts for its customers with this new program rollout.
Kristina Stidham is the digital content director at Women in Retail Leadership Circle and sister brand Total Retail. She is passionate about digital media and handles video, podcast and virtual event production for both brands. You can often find her at WIRLC, TR, or industry events with her camera and podcasting equipment recording interviews with retailers.
Kristina holds a B.A. in Media Studies and Production from the Temple University Klein College of Media and Communication in Philadelphia. Go Owls! When she's not in the office, she loves to go on long walks, sing around the house, hangout with her two pet guinea pigs, and travel to new places.