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Gap Inc. Streamlines Consumer Rewards Program Across 4 Brands

One membership for four brands is the premise of Gap Inc.’s revamped consumer rewards program.

The company announced the launch of a new integrated rewards program across the U.S. and Puerto Rico that simplifies how members can earn and redeem their rewards by combining the previous credit card and loyalty programs offered at Old Navy, Gap, Banana Republic and Athleta. The program is now live for in-store and online enrollment.

With three membership levels, the Gap Inc. Rewards 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 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 enroll in or how they spend, all their points will be in one place.

The enhanced program allows cardmembers to earn 5 points for every $1 spent across Gap’s family of brands. Rewards members 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 company stated.

The integrated program also allows consumers to convert incentives like unused Old Navy Super Cash, Gap Cash and Banana Republic’s Style Cash to rewards points.

The membership levels—core, enthusiast and icon—will be determined by the consumer’s annual spending. All cardmembers will start at the enthusiast level and receive benefits like no annual fee and zero fraud liability.

Members who spend $0-$500 annually with the brands will receive double rewards redemption days, a birthday surprise, free 3-5 day shipping on orders exceeding $50 and more.

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Enthusiast benefits (cardmembers or reward members who spend $500-$999 annually) will receive additional enthusiast-exclusive offers. Members in the Icon level ($1,000-plus annual spend of 5,000 points) receive the same benefits as core and enthusiast, plus free 2-3 day shipping on orders over $50.

The program builds on the success of the loyalty program relaunched last fall. Gap Inc. reports that it 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.

“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, Gap Inc. chief customer, digital and technology officer.

The program’s Do Good component gives customers the ability to give back by donating their points to one of five nonprofit organizations that support children, the environment, female empowerment and social justice. 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.