The news: Gap Inc. has revamped and rebranded its loyalty program as Encore. The nearly 40 million-member program allows shoppers to earn points, rewards, and benefits across Old Navy, Gap, Banana Republic, and Athleta.

Encore members receive perks such as early access to select products and exclusive drops, along with invitations to brand moments and partner offerings spanning fashion, entertainment, and culture.

The details: The program features three tiers: Core, Premier, and All-Access.

The Core tier offers five points per $1 spent, free shipping on orders over $50, and a birthday bonus. Members can redeem points for purchases, exclusive products, offers, and experiences through the Encore Market—a rotating selection of members-only offerings that includes branded merchandise, third-party products like a BabyBjorn carrier, and experiential rewards such as a four-day trip to New York City that includes meeting Zac Posen, Gap Inc.’s executive vice president and creative director, in his studio. Members can also donate rewards to charitable organizations.

The Premier tier is available to shoppers who spend $350 annually across Gap Inc. brands. In addition to Core benefits, members can create their own sale day with 15% off purchases, receive a birthday bonus for themselves and a family member, and access an extended return window.

The All-Access tier, which is only available to Encore credit cardholders, offers 25 points per $1 spent at Gap Inc. brands and 15 points per $1 at partner apparel brands, free shipping on orders over $35, as well as priority access to select experiences and enhanced benefits.

Implications for retailers: Encore goes beyond standard perks like free shipping and birthday gifts. By linking loyalty across Old Navy, Gap, Banana Republic, and Athleta, it nudges shoppers to move between brands instead of staying in one lane, helping lift lifetime value over time. Adding the Encore credit card takes that a step further, giving Gap a chance to capture more of customers’ overall apparel spending—not just what they buy within its own banners.

By layering in benefits that extend beyond Gap’s walls through partners and experiences, the program makes its points feel more useful in everyday life. The more flexible and meaningful the rewards feel, the more likely shoppers are to stay engaged.