Gap Inc. Unveils Unified Loyalty Program Across Four Brands: Simplified Rewards, Expanded Benefits

Gap Inc. (NYSE: GPS) has introduced a streamlined rewards initiative that merges previous loyalty structures into a single cohesive platform accessible to members shopping at Old Navy, Gap, Banana Republic, and Athleta throughout the U.S. and Puerto Rico. The restructured loyalty program consolidates Navyist Rewards, Gap Good Rewards, Banana Republic Rewards, and Athleta Rewards into One Membership. Four Brands—eliminating the friction of maintaining separate reward accounts across different labels.

Tiered Membership Structure Enhances Earning Potential

The revamped system introduces three membership tiers that reward consistent spending patterns. Core members (spending $0–$500 annually) enjoy foundational benefits including double redemption days and quarterly bonus points. Enthusiast members (spending $500–$999 or using a Cardmember account) unlock additional perks, while Icon members ($1,000+ annual spend or 5,000 points) gain premium privileges like accelerated shipping and exclusive community access.

A significant enhancement to the loyalty program structure comes through accelerated reward redemption. Rather than requiring 500 points for a single redemption, members now convert rewards in $1 (100 point) increments, enabling faster gratification and encouraging broader participation. Cardmembers earn five points per dollar spent across all four brands, while non-card loyalty members accumulate one point per dollar—streamlining point allocation across the entire platform.

Seamless Cross-Brand Shopping Experience

The integrated loyalty program eliminates previous barriers between brands. Members can accumulate points regardless of which brand they initially joined through or where they make purchases, with all earnings consolidated into a unified account. This consolidation reflects insights from the earlier loyalty initiative launched in late 2020, which onboarded 19 million new customers within its first year. Today, more than 37 million combined Cardmembers and Rewards members have been automatically transitioned into the refreshed ecosystem.

Brand-Specific Advantages and Added Value

Each brand within the Gap Inc. portfolio maintains distinctive loyalty enhancements. Old Navy members can convert leftover Super Cash into Rewards points. Gap cardholders transfer unused GapCash to the unified system. Banana Republic customers enjoy point conversion options plus complimentary alterations for Icon-tier members, while Athleta members access exclusive community programming and female-focused experiences.

Do Good Component Channels Member Generosity

A defining feature of the reimagined loyalty program enables members to donate accumulated points toward five designated charitable initiatives that reflect corporate values. These initiatives span youth opportunity development through the Old Navy Imagine Mission Fund, civic engagement via DoSomething.org partnerships with Gap, wildlife conservation through Banana Republic’s World Wildlife Fund collaboration, women’s athletic empowerment via the Athleta Power of She Fund, and criminal justice reform through Gap Inc.'s Equal Justice Initiative commitment.

To amplify member contributions, Gap Inc. has pledged to match up to $1 million in member donations directed toward these causes, effectively doubling the philanthropic impact of customer participation. This matching commitment reinforces the company’s stated mission of embedding social responsibility into customer engagement rather than treating it as a peripheral initiative.

Program Mechanics and Accessibility

The unified loyalty program is now operational for both in-store and digital enrollment. Members benefit from expanded perks including promotional access, brand-exclusive offers, birthday rewards, and complimentary shipping thresholds ($50+ orders for Core and Enthusiast members; adjusted terms for Icon members). The system architecture represents a departure from fragmented reward schemes, consolidating customer data and preferences to deliver more personalized shopping experiences across Old Navy, Gap, Banana Republic, and Athleta platforms.

The launch exemplifies how established retailers are modernizing customer retention through integrated technology stacks and simplified value propositions—particularly as consumer expectations shift toward frictionless omnichannel shopping experiences.