In Action

More LoveAction for Gap

More LoveAction for Gap

October 12 2017

Keeping momentum strong, Riley Hayes recently created a series of loyalty emails for Gap as well as for two of their sister brands, Old Navy and Banana Republic. The purpose was to tell cardmembers how close they were to reaching or maintaining elevated status before their rewards points reset at year’s end—and more importantly—how to do it. Consequently, the emails delivered incremental sales on the card, both short and long term, and encouraged customers to keep their card front of wallet.

Beyond wanting to merge emotional, fashion-forward creative with loyalty messaging, Gap was looking to consolidate their direct mail outreach into email communications that could include more personalization and variability without sacrificing the brand. Efficiency was a major goal too, so our team strategized and executed a format that could work seamlessly across all three brands.

In true LoveAction fashion, we used a fun, dynamic clothes hanger graphic to illustrate where cardmembers were on the journey toward status, and then clearly led them through the process of how to close the deal. The end result was a clean, lively email campaign that was distinctive from Gap’s daily brand emails, yet totally on brand in voice and attitude.

Look for these emails coming to an inbox near you. Official results will be available later in the year. Unofficially, our clients couldn’t be happier.