Gap Inc. has extended its “One Membership. Four Brands.” customer rewards program across Canada. The program, launched in the U.S. and Puerto Rico in July 2021 when it boasted more than 37 million members, allows participants to earn points, redeem rewards and enjoy member benefits within the conglomerate’s four brands: Old Navy, Gap, Banana Republic and Athleta.
The program consolidates purchase rewards into one account no matter which brand members are enrolled in or which one of the four they shop. They can accumulate points, redeem rewards, receive bonuses and offers such as free shipping or donate their points to charities that drive social impact, which Gap Inc. will match through its Do Good program.
The first such organization Gap Inc. has selected to benefit from the program is Canadian Women’s Foundation, a leader in the movement for gender equality in Canada that has contributed more than $150 million to various groups since 1991. In addition, Gap Inc. is matching up to $1 million of donations made by rewards members across Canada and the U.S.
“We heard from our customers that they value brands that make a positive impact in the world,” said Chris Samway, head of rewards, loyalty and payments at Gap Inc. “With this in mind, we created a program where we can partner with our members to help make our communities stronger through supporting causes that drive social impact and deliver needed services to Canadians.
“Our program is designed to reward our loyal customers by creating unique, personalized experiences that will make it easier to shop, earn points and redeem rewards across our family of brands,” Samway added. “We’ve been piloting a version of this program in Canada for about a year and have seen great initial success. Our pilot has enabled us to incorporate valuable customer feedback, and now with an enhanced value proposition and a broader suite of benefits for our members, we’re excited to launch in Canada.”
“One Membership. Four Brands.” has three tiers based on annual spend. Core ($0-$499) is free to join, offers bonus points across all brands, a birthday bonus and free shipping on orders over $50. Enthusiast ($500-$999) has the same benefits as Core along with early access to new product and sales and exclusive member offers. Icon ($1,000+) is the same as Enthusiast but with free shipping on orders of $35 or more and a Create Your Own Sales Day.
Consumers in Canada can now enroll in-store or online at Navyist Rewards, Gap Good Rewards, Banana Republic Rewards or Athleta Rewards.
Gap Inc., which released disappointing Q2 results last month and is losing its partnership with Kanye West’s Yeezy brand, currently has 76 Gap, 110 Old Navy and 62 Banana Republic stores in Canada. Athleta entered the Canadian market in August 2021 and plans to have seven physical stores in the country by the end of 2022.