Gap Inc.’s loyalty program Bright Rewards has surpassed 1 million members.
In late 2017, Gap launched its customer loyalty program Bright Rewards in Atlanta and Dallas in which shoppers could earn two points for every dollar spent at Old Navy in store or online.
The program then expanded in February 2018 to Gap-owned brands including Banana Republic, Gap, Athleta, Gap Factory and Banana Republic Factory in Atlanta and Dallas. In July 2018, Gap extended the program to Gap brands in California. For every 500 points earned, shoppers earn a $5 reward for future purchases across Gap’s brands. Gap Inc. credit card holders can earn five points for every dollar spent.
“It provides Gap Inc. with another way to reward our customers in addition to our credit card program and allows customers who may not yet be ready for a credit card to start acquiring points toward future purchases at any our brands,” the retailer said in a statement.
Shoppers who live in markets where Bright Rewards is available can earn points in stores or online when they’re logged into their account. In addition, shoppers can sign up for the program online and enter their zip code to see if the loyalty program is available in their area.
A spokeswoman for Gap says the retailer plans to expand to more markets but declined to share specifics.
Gap says the program encourages shopping across its brands, as well as both in store and online. The retailer considers consumers who are part of the rewards program as 10-times more valuable in terms of revenue growth than a shopper who purchases an item from one of Gap’s brands.
“A multi-channel, multi-brand customer drives 10-times the revenue than a ‘one-and-done’ customer in just one year,” the spokeswoman says. “By earning rewards that are redeemable across our brands and that can be used cross-channel, it helps us develop more meaningful relationships with our customers while also giving them a more rewarding path to shop across our channels and brands.”
Gap declined to share specifics on how Bright Rewards has impacted its online sales or conversion rates.
The cross-brand loyalty program is in line with how Gap presents its brands online. In 2008, the retailer was among the first online retailers to offer cross-brand shopping with a single cart checkout, meaning a shopper can select a pair of flip-flops at OldNavy.com, a hoodie at Gap.com and a dress at BananaRepublic.com and go through checkout once.
Gap is No. 20 in the Internet Retailer 2018 Top 1000.