Starbucks and Gap Revamp Loyalty Programs

Jamie Grill-Goodman
Editor in Chief
Jamie Grill-Goodman profile picture

Gap Inc. is replacing its loyalty program BRIGHT Rewards with a new program across its core brands, while Starbucks is giving its Rewards members more ways to pay and earn reward Stars.

Gap Inc. is rolling out the new loyalty program across the U.S. and Puerto Rico at its family of brands: Navyist RewardsGap Good RewardsBanana Republic Rewards, and Athleta Rewards. Although each program has a different look and feel, customers can earn and redeem rewards across its brands. 

Similar to the old BRIGHT Rewards, customers will earn 2 points for every $1 spent on in-store and online purchases and will earn rewards in $5 increments toward a future purchase for every 500 points earned. However, customers can now access their rewards during checkout, both online and in-stores. 

To kick off the rewards programs, through October 31 customers can earn an additional 250 points for signing up. No action is needed for existing BRIGHT Rewards members. The retailer has already migrated 9.5 million members to the branded expression of the new Rewards program that corresponds with the brand they originally enrolled in. 

“We are very excited about the launch of the new branded expressions of our loyalty program from Old Navy, Gap, Banana Republic, and Athleta,” said Anka Twum-Baah, Head of Loyalty & Partnerships at Gap Inc. “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.” 

Meanwhile, Starbucks Rewards members now have more payment options and ways to earn Stars through the Starbucks app. At company-operated stores in the U.S. and Canada, Starbucks Rewards members can now scan their Starbucks app and then pay with cash, credit/debit cards, or select mobile wallets and earn Stars toward free items. Members can also save these payment methods directly in the Starbucks app to earn stars when paying.

Starbucks has made these enhancements in response to customer feedback that they would like more options to pay and earn Stars in the app as a Starbucks Rewards member, in addition to the Starbucks Card.