Gap Inc. launches upgraded loyalty platform
A global apparel giant is revamping its loyalty program.
Gap Inc., the parent company of Old Navy, Gap, Banana Republic and Athleta, has launched Encore, its rebranded loyalty offering. The program features exclusive opportunities, content and experiences that will expand over time alongside traditional rewards.
Under the revamped program, points, rewards and benefits remain simple and easy to use, while higher tiers unlock enhanced value over time, rewarding both engagement and long-term relationships, the company said. Members will also receive early access to select products and exclusive drops, along with access to brand moments and partner offerings across fashion, entertainment and culture. This includes launches, collaborations and exclusive brand experiences that extend fashion into moments beyond retail, with new offerings rolling out over time, according to the company.
The program has three tiers – Core, Premier, and All-Access – and members will see updates to how they earn, redeem and access benefits. These changes include lower spend thresholds for Premier members, new points flexibility, extended return benefits and birthday bonuses. Gap Inc.'s roughly 40 million existing loyalty members are automatically transitioned into Encore, with any previously earned points carried forward under the new point system.
As the membership experience evolves, Gap Inc. says Encore will offer “curated content” that brings customers closer to its brands, including behind-the-scenes views into how products are designed and made, styling advice and original storytelling tied to real moments in culture.
The new Encore Market app and website experience showcases a rotating mix of members-only offerings from Gap Inc. brands and partners, many created specifically for Encore and not available anywhere else. At launch, this includes never-before-sold items, limited-run products and signed pieces, alongside partner and brand experiences, such as a chance to fly to New York City and visit fashion designer and Gap Inc. creative director Zac Posen's studio to hear first-hand about his inspiration behind his designs. Members can also use the Encore Market to donate rewards to select charitable organizations.
"Fashion is entertainment, and today's customers aren't just buying apparel, they're buying into brands that shape culture and tell compelling stories," said Richard Dickson, president and CEO of Gap Inc. "Encore connects our brands and partnerships in new ways to meet that demand and change how customers engage with our brands. By bringing fashion, entertainment and access together, we are building momentum, deepening relationships and creating long-term value across our portfolio."
Gap Inc. is also rolling out the Encore credit card to further enhance guest offerings. This unlocks the All-Access tier, which provides cardmembers with priority access to select experiences and enhanced benefits made possible through Gap Inc.'s long-standing partnerships with Barclays and Mastercard.
Encore Mastercard cardmembers receive expansive earning opportunities, including five-times the points at Gap Inc. brands and three-times the points on eligible apparel purchases everywhere else.
"Encore is a powerful new tool to bring our Fashiontainment platform to life," said Pam Kaufman, chief entertainment officer of Gap Inc., who joined the company in the newly-created role in January. "Through partners like Disney, NBCUniversal and AMC Theatres, we can translate what people love on screens and stages into experiences they can actually access – from early drops and exclusives to cultural moments you can't get anywhere else. It's a new way to participate in entertainment through style, and to feel closer to our brands."
[READ MORE: Gap beats Street as same-store sales surge in Q3]
Encore is now live in the U.S., with enrollment available online and in stores across Old Navy, Gap, Banana Republic and Athleta. As of its most recent quarter, Gap Inc. operated nearly 3,500 store locations in about 35 countries, with nearly 2,500 being company-operated.
