Old Navy

Old Navy has a lot of people signing up for the Navyist Rewards Program. They wanted to incentivize new members to take the actions that high-value customers take, creating sticky and valuable loyalists.

Shopping is fun. With rewards tied to annual spend, we created a gamified experience for new members that made getting rewards as fun as shopping. And we did it efficiently by borrowing the differential pricing model from airlines, creating a multi-phased strategy and increased incentives for action over time so we didn’t ‘overpay.’

The pilot program worked so well it became evergreen.