Gap has announced the launch of a new integrated Rewards program across the US and Puerto Rico. 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.
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 was 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 its loyalty program in 2020, the company has 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?
The newly enhanced program allows Cardmembers to earn 5 points for every US$1 spent across the family of brands and Rewards members to earn 1 point for every US$1 spent. Members can redeem rewards in US$1 (or 100 point) increments, rather than 500 point increments as was the case with 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 – US$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 US$50, Ability to donate points, Dynamic in-season promotions and offers, and 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), and 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 US$50, and 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.
As part of the launch, Gap has committed to match up to US$1 million in member donations to these causes, amplifying the impact of the five Do Good funds.
