Gap revamps rewards program across core brands

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Gap revamps rewards program across core brands

By Dan Berthiaume - 09/24/2020

Gap Inc. is introducing a new corporate loyalty program that will be individually branded for its four major store banners.

The specialty apparel conglomerate is replacing its previous Bright Rewards program with a new initiative featuring four branded expressions: Navyist Rewards (Old Navy), Gap Good Rewards, Banana Republic Rewards, and Athleta Rewards. Available now throughout the U.S. and Puerto Rico, each brand expression has a different look and feel, but customers can earn and redeem rewards across all four banners.

Similar to Bright Rewards, customers will earn two points for every $1 spent on in-store and online purchases, and will earn rewards in $5 increments toward a future purchase for every 500 points earned. For a limited time through Oct. 31, customers can earn an additional 250 points for signing up at any Gap Inc. brand. In a new feature, customers can now have access to their rewards during checkout, both online and in-store. 

The 9.5 million existing members of Bright Rewards have already been migrated to the branded expression of the new rewards program that corresponds with the banner they originally enrolled in. 

“We are very excited about the launch of the new branded expressions of our loyalty program from Old Navy, Gap, Banana Republic, and Athleta,” said Anka Twum-Baah, head of loyalty & partnerships at Gap Inc. “We are launching ahead of the holiday shopping season as this will be the beginning of a series of program enhancements designed to bring value to our customers.”