Gap Brings ‘Fashiontainment ‘to Loyalty with Experiential Focus

Building on its “Fashiontainment” strategy, Gap Inc. has introduced a new loyalty program, “Encore,” that moves “beyond points and discounts by introducing new fashion, entertainment, and cultural moments for members.”

The rewards program – which applies to four of all Gap Inc’s banners – features traditional rewards such as birthday bonuses, free shipping and extended returns depending on member spending levels but adds early access to product and opportunities to exchange rewards points for never-before-sold items and limited-run products, along with chances to win experiences in conjunction with partners Disney, NBCUniversal, Live Nation, AMC Theatres and others.

The focus follows the January hiring of Pam Kaufman, a former Paramount and Nickelodeon executive, as its first chief entertainment officer and the push by Richard Dickson, Gap Inc.’s president and CEO and former Mattel president, to elevate the “cultural conversation” of each of Gap Inc’s banners – Gap, Old Navy, Banana Republic and Athleta – via experiences.

“Fashion is entertainment, and today’s customers aren’t just buying apparel, they’re buying into brands that shape culture and tell compelling stories,” said Dickson in a press release. “Encore connects our brands and partnerships in new ways to meet that demand and change how customers engage with our brands.”

The program features three tiers:

·   Core: Members earn five points per $1 spent, free shipping on orders over $50, and a birthday bonus.

·   Premier: Available to shoppers who spend $350 annually across Gap Inc. brands, members likewise earn five points per $1 spent and free shipping on orders over $50, plus a birthday bonus for themselves and a family member, access to an extended return window, and the opportunity to create their own sale day with 15% off purchases.

·   All-Access: Available to Encore credit cardholders, members earn 25 points per $1 spent at Gap Inc. brands and 15 points per $1 at partner apparel brands, a birthday bonus for themselves and three family members, free shipping on orders over $35, a 25%-off special sales day, as well as priority access to select experiences and enhanced benefits.

In the “Encore Market” section of the program’s online page, members are currently able exchange their points for several trending products Gap Inc. doesn’t sell, including a BabyBjorn Woven Melange Baby Carrier (125,000 pts), TheraFace Depuffing Wand (85,000 pts) and a Little Words Project Mama and Mini Bracelet Set (23,000 pts).

Also available on the product side is an Athleta Everyday Cap Signed by three-time Olympian Simone Biles (43,000 pts), an Old Navy Magic the Dog Plush (7,500 pts) and Gap Logo Tote Keychain Charm (5,000 pts.)

On the experiential side, points can be redeemed for a Disney+ Disney Gift Card (75,000 pts.) and AMC Theatres Exchange Ticket (8,000 pts). Through NBCUniversal, members can earn a chance to win a trip for two to Japan to witness the “Super Mario Galaxy” movie premiere and Gap’s Super Mario Galaxy Movie Collection that includes a visit to Universal Studios Japan, a Gap Japan shopping spree and movie tickets (500 pts).

Encore members are also promised “curated content that brings customers closer to the brands, from behind-the-scenes views into how products are designed and made to styling advice and original storytelling tied to real moments in culture.”

Towards that end, members currently can earn a chance to win a four-day trip to New York City to visit with Zac Posen, EVP and creative director of Gap Inc., at his studio, and receive a styling session with a Gap stylist, and a $2,500 shopping spree (2,500 pts).

Points in the future will also be redeemed for collaborations. At Paramount, Kaufman was responsible for orchestrating “Dance Moms” star JoJo Siwa’s collaboration with Target as well on collaborations with Crocs, Supreme, Nike and other brands.

“Encore is a powerful new tool to bring our Fashiontainment platform to life,” said Kaufman. “Through partners like Disney, NBCUniversal and AMC Theatres, we can translate what people love on screens and stages into experiences they can actually access – from early drops and exclusives to cultural moments you can’t get anywhere else. It’s a new way to participate in entertainment through style, and to feel closer to our brands.”