Case study · Gap Inc. / Old Navy

Revitalizing a $1B retail credit and loyalty program

Role · Director, Loyalty & CRM MarketingSector · Retail · B2C · Co-brand Credit & Loyalty

350%

Headline outcome

response lift on revitalized program · reversed 5-yr sales decline (+5.2% charge volume) · 1000% email capture improvement · $1M annual expense savings.

The Challenge

Where we started

—The #1 apparel brand in America had multi-year co-brand credit and loyalty decline, largely due to the credit crisis.
—5-year negative sales trend on the credit portfolio and a 3-year decline in new card acquisitions.
—Poor point-of-sale data capture and email programs were limiting customer engagement.
—Field acquisition was inconsistent across thousands of stores with no shared playbook or incentives.
—Marquee Stuff & Save #1 discount program was in decline. Low repeat visits, smaller basket size, and high direct mail costs put the program in jeopardy. 4M mailed Plastic bags to be brought into stores for discounts, caused environmental blowback.

The Approach

What we built

—Re-architected the loyalty and credit program end-to-end with new tiers, benefits, and value proposition.
—Aligned bank partner, retail operations, and marketing on a growth plan which grew card usage vs. acquisition alone.
—Rebuilt the email and data-capture motion at the point of sale to feed CRM and lifecycle programs.
—Optimized in-store field acquisition with new training, incentives, and operating cadence across the chain.
—Reduced direct mail costs by replacing traditional mailers with postcards. Designed first limited-edition reusable bag evolved into a coveted brand icon. Bag became repeat in-store discount pass that drove incremental traffic and sales.

The Outcome