Gap expands loyalty program following successful pilot

Gap’s new customer rewards program is growing in both popularity and availability. The company's Bright Rewards program, which launched in pilot markets in 2017, has now surpassed 5 million members and will launch across all states in the U.S.

Bright Rewards is a customer loyalty incentive program that allows members to acquire points for every purchase, no matter which type of payment method is used. There is no membership fee and reward points can be cashed in for use towards another purchase. Gap Inc. is now introducing the Bright Rewards program to all 630 Gap brand and Gap Factory stores within the U.S, as well as the Gap e-commerce site.

"We’re really excited by the momentum of the program so far,”Gap Inc.'s head of loyalty Abinta Malik said in a company statement. “Bright Rewards is exceeding our expectations and driving positive engagement with members more likely to shop more often, resulting in their spending as much as 20% more than non-members.”

Gap ran successful test pilots of Bright Rewards at Banana Republic, Old Navy, Athleta and Gap brand stores in Dallas, TX, Atlanta, GA and in California. The company began rolling the program out across the country in April.

The company is looking to expand the Bright Rewards program to more regions, as well as offering more benefits to loyalty members. Malik said that Gap Inc. is considering providing reward points as birthday treats and as incentive to leave product reviews, as well as creating extended store hours for loyalty events. “We’re exploring new ways for members to earn points and benefits beyond just making purchases,” Malik exolained.