Gap Inc. has been down this road for a while.
Its experimentation with cross-brand loyalty rewards dates from at least 2017 when it began testing a program that had flexible terms and included customers without store cards. The company later said that those customers spent more and more often. That was replaced with a revamp launched nationwide in September.
The latest program, which further blurs lines between cardholders and non-cardholders, makes it fairly easy even for the lowest-spending “core” members to get free shipping (with an order of at least $50).
