Gap Inc. Debuts Encore Loyalty with 40M Members and 5x Points
Gap Inc. launched Encore, a loyalty program joining nearly 40 million members across its four brands with early access, exclusive drops and fashion-entertainment experiences. It offers three tiers—Core, Premier and All-Access—with lower thresholds, members-only market access and a co-branded Mastercard earning 5x points at Gap brands and 3x on apparel.
1. Program Launch and Member Base
Gap Inc. has introduced Encore, a unified loyalty program that consolidates nearly 40 million active members from Old Navy, Gap, Banana Republic and Athleta. The initiative aims to deepen customer engagement through integrated rewards and cross-brand access, reflecting insights that shoppers seek meaningful, easy-to-understand savings and exclusive moments.
2. Membership Tiers and Rewards
Encore is structured into three tiers—Core, Premier and All-Access—with progressive benefits. Members enjoy lower spend thresholds for tier qualification, birthday bonuses, extended return windows and access to an exclusive market offering limited-run products, signed pieces and charitable donation options.
3. Entertainment and Cultural Partnerships
The program partners with Disney, NBCUniversal and AMC Theatres to deliver fashion-entertainment moments, including early product drops, behind-the-scenes content and invitations to cultural events. These collaborations are designed to fuse apparel retail with immersive brand experiences that extend into entertainment venues.
4. Encore Mastercard Credit Card
Encore’s co-branded Mastercard, issued in partnership with Barclays, grants cardholders the All-Access tier automatically and rewards 5x points at Gap Inc. brands and 3x points on eligible apparel purchases elsewhere. The card emphasizes broad apparel rewards to attract fashion-focused customers beyond the company’s own portfolio.