Quick Facts
- Gap Inc. launched Encore loyalty program with nearly 40 million active members across all brands
- Program offers entertainment experiences through partnerships with Disney, NBCUniversal, Live Nation and AMC Theatres
- New Mastercard rewards apparel purchases from other brands at 3X points, Gap purchases at 5X points
Gap Inc. launched Encore on February 24, a rebranded loyalty program that transforms its traditional rewards approach into an entertainment-focused platform. The program draws on the company’s file of nearly 40 million active members across its brands.
“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 Richard Dickson, President and CEO of Gap Inc.
The program offers three tiers: Core, Premier and All-Access. Existing loyalty members and their accumulated points transfer automatically into Encore. Key changes include lower spend thresholds for Premier members, new points flexibility, extended return benefits and birthday bonuses.
Encore provides access to experiences in fashion, film, music, sports, travel and food through partnerships with Disney, NBCUniversal, Live Nation and AMC Theatres. Current prizes include a trip for two to Japan for the Super Mario Galaxy movie premiere, complete with Universal Studios Japan visits and Gap shopping sprees.
The program introduces an Encore Mastercard from Barclays that rewards apparel purchases from other brands with 3X points and Gap Inc. purchases at 5X points. The credit card immediately unlocks the All-Access tier.
“The Encore credit card represents a new standard for loyalty in fashion retail,” said Denny Nealon, Chief Executive Officer of Barclays US Consumer Bank. “By rewarding customers not only at Gap Inc. brands, but also on apparel purchases across the broader market, the program puts customers who truly love fashion and style at the center.”
Gap’s shares rose 0.4% following the announcement and have increased over 6% year-to-date. The company reported revenue of $15.28 billion with an earnings growth of 15.2% over three years, though revenue declined 3.4% over the same period.
Barbara Kahn, a marketing professor at The Wharton School, sees both opportunity and risk. “For the consumers, it’s a win, because meaningful moments are valuable both socially and materially, but for the brand, it creates loyalty that goes beyond just the next purchase at the store,” she said.
Kahn cautioned that success requires constant customer engagement. “For Encore to succeed, though, Gap must pay attention to the customers themselves, and not just Gap Inc. executives’ or brands’ idea of what is relevant.”
The program builds on Gap Inc.’s previous loyalty revamp that combined credit card and rewards programs across Old Navy, Gap, Banana Republic and Athleta. Customer research showed shoppers want earlier access, meaningful moments, and savings that feel intentional and easy to understand.
