Background

It’s no secret that Gap gives customers generous discounts. The app-based Gap+ scheme simply offers an additional 5% discount on top of any other offer Gap is running.

The scheme is clear, easy to understand and effective. It’s quickly grown almost 1m members – meaning sizeable revenue. It also gives Gap opportunity to understand who its most valuable customers are, who’s shopping, what for and how often.

Challenge

Women weren’t shopping womenswear all that much. We identified in the Gap+ data that women were the most regular and valuable customers, but they were shopping for everyone else (kids, partner) and not for themselves.

So we needed to say ‘thank you’ – to do something special, just for them. To make it meaningful, the ‘thank you’ had to be tangible, exclusive and something they’d actually want.

Fix

Denim is consistently a huge seller for Gap. It’s long been an area of innovation and differentiation for the brand. And so, knowing its popularity, denim was a great place for us to look for a ‘thank you’ to give to our Gap+ woman.

We developed Denim Addict – a secret(ish) section in the app that records when you buy a piece of denim. For every pair of jeans purchased, you get a digital stamp to add to your in-app collector card. And, when you get to five stamps, you get your sixth pair of jeans for free.