Gap gives each of its core brands its own loyalty program

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Gap Inc. said Thursday that it has revamped its Bright Rewards loyalty program ahead of the holiday season in order to give each brand its own members. Gap Good Rewards will serve shoppers at the namesake label; Navyist Rewards will be for Old Navy fans; Banana Republic Rewards and Athleta Rewards are live now for enrollment in stores or online. Bright Rewards members, which total 9.5 million, have been moved to the program at the store in which they originally signed up. Members get two points for every $1 they spend. New members will get 250 points for enrolling through Oct. 31. Gap stock is down 6.4% for the year to date while the S&P 500 index is up 1% for the period.
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