Gap Inc. expands loyalty program across core brands

Gap has launched a new customer loyalty program in the U.S. and
Puerto Rico, replacing its previous Bright Rewards program.

The company’s new loyalty initiative is available through each of
its core brands, Old Navy, Gap, Banana Republic and Athleta, with
points interchangeable through each. The program has a unique name for
each brand: Navyist Rewards, Gap Good Rewards, Banana Republic Rewards
and Athleta Rewards. Each brand expression will have a different look
and feel, though customers may earn and redeem rewards across all

Loyalty members will earn 2 points for every collar spent in-store
and online. Every 500 points earned will reward members with a
5-dollar credit towards a future purchase, which can be accessed at

Gap’s 9.5 million existing Bright Rewards members have been
migrated to the new loyalty program, and the company is offering any
new enlistees a 250-point bonus for joining between now and October

“We are very excited about the launch of the new branded
expressions of our loyalty program from Old Navy, Gap, Banana
Republic, and Athleta,” Anka Twum-Baah, Gap Inc.’s head of loyalty and
partnerships, said in a statement. “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.”


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