Gap Inc. Announces Launch of New Integrated Rewards Program: One Membership. Four Brands.
July 22 2021 - 6:00AM
Business Wire
Credit cardmembers and loyalty members can now
earn and redeem rewards within one integrated Rewards program while
shopping in-store and online at Old Navy, Gap, Banana Republic and
Athleta
Today, Gap Inc. (NYSE: GPS) announced the launch of a new
integrated Rewards program across the U.S. and Puerto Rico: One
Membership. Four Brands. The new program will simplify and
streamline how members can earn and redeem their rewards within our
four brands by combining the previous credit card and loyalty
programs under Navyist Rewards, Gap Good Rewards,
Banana Republic Rewards, and Athleta Rewards.
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Gap Inc. One Membership. Four Brands
With membership levels, the new program will make it easier for
both Cardmembers and Rewards members to earn points, enable them to
redeem their rewards faster and create opportunities to give back
by donating to one of our five charitable funds. Rewards members
receive special perks, bonuses, and brand exclusive benefits when
they join. And as part of the program, members can shop across all
four brands and no matter which brand they enrolled in or how they
spend, all of their points will be in one place.
“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.”
Since relaunching our loyalty program in fall 2020, we have
enrolled more than 19 million new customers in less than 12 months.
There are now more than 37 million Cardmembers and Rewards members
combined who have been automatically migrated to the new
program.
What’s Changing?
Our enhanced program will allow Cardmembers to earn 5 points for
every $1 spent across our family of brands and Rewards members to
earn 1 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.
The new program has published membership tier levels based on
annual spend:
Core ($0 – $500 Annual Spend)
- Free to Join
- Double Rewards Redemption Days
- Bonus Points for quarterly cross-brand purchases
- Birthday surprise
- Free 3–5 day shipping on orders exceeding $50
- Ability to donate points
- Dynamic in-season promotions and offers
- Core member only exclusive offers
Enthusiast ($500-$999 Annual Spend or Cardmember)
- All Cardmembers start at the Enthusiast level and include core
benefits listed above
- Cardmember exclusives (No annual fee, zero fraud
liability)
- Enthusiast member only exclusive offers
Icon ($1,000+ Annual Spend or 5,000 points)
- Core and Enthusiast benefits listed above
- Free 2–3 day shipping on orders exceeding $50
- Icon member only exclusive offers
The new integrated Rewards program also features brand specific
benefits:
- Old Navy - Convert unused Old Navy Super Cash to Rewards
points
- Gap - Convert unused GapCash to Rewards points
- Banana Republic - Convert unused Style Cash to Rewards points
and free basic alterations on BR merchandise for Icon Members
- Athleta - Access to exclusive community experiences and
connections with other women
Another key feature of the program is the Do Good
component, which gives customers the ability to give back by
donating their points to one of five funds that support the brand
and company core values:
- Old Navy: Imagine Mission Fund - Imagining a better
future for future generations by creating new job opportunities for
youth, eliminating plastic waste, and art programming for kiddos,
in partnership with amazing nonprofits like Boys & Girls
Clubs.
- Gap: DoSomething.org - Activating young people to make
positive change locally and globally through campaigns that make an
impact.
- Banana Republic: BR x World Wildlife Fund – Working to
conserve wildlife, protect amazing places, and build a future where
people live in harmony with nature.
- Athleta: Power of She Fund - Putting Athleta’s mission
to ignite the limitless potential of women and girls into action
with grant programs that fuel confidence through movement and
connection in partnership with the Women’s Sports Foundation.
- Gap Inc.: Equal Justice Initiative – Committed to ending
mass incarceration and excessive punishment in the United States,
to challenging racial and economic injustice, and to protecting
basic human rights for the most vulnerable people in American
society.
“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.”
As part of the launch, Gap Inc. has committed to match up to $1
million in member donations to these causes, amplifying the impact
of the five Do Good funds. The Gap Inc. Rewards program is now live
for in-store and online enrollment. For more information, please
visit: Navyist Rewards, Gap Good Rewards, Banana
Republic Rewards, and Athleta Rewards.
About Gap Inc.
Gap Inc., a collection of purpose-led lifestyle brands, is the
largest American specialty apparel company offering clothing,
accessories, and personal care products for men, women, and
children under the Old Navy, Gap, Banana Republic, and Athleta
brands. The company uses omni-channel capabilities to bridge the
digital world and physical stores to further enhance its shopping
experience. Gap Inc. is guided by its purpose, Inclusive, by
Design, and takes pride in creating products and experiences its
customers love while doing right by its employees, communities, and
planet. Gap Inc. products are available for purchase worldwide
through company-operated stores, franchise stores, and e-commerce
sites. Fiscal year 2020 net sales were $13.8 billion. For more
information, please visit www.gapinc.com.
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Avery Vaught avery_vaught@gap.com
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