Gap sends its Visa cardholders to Amazon and Target
In what appears to be a pilot, Gap Inc. has rolled out a new promotion that provides its Visa Signature cardholders with bonus points for shopping at Amazon or Target.
Cardholders in New York City were alerted to the program via a mailer.
Under the promotion, those using their Gap Inc. Visa Signature card to pay for purchases during October and November earn:
- 10 points for every $1 spent for “everyday essentials” at either Amazon or Target;
- Three points for every dollar spent outside Gap’s banners (Gap, Old Navy, Banana Republic, Athleta).
The mailer states, “Earn big Rewards now. Then, redeem for holiday spending across all the brands you love.”
Gap’s PR office could not be reached to provide further details on the promotion.
Under the regular benefits of Gap’s Visa program, cardholders earned five points for every $1 spent through the card at Gap’s banners and one point for every $1 spent with other merchants. For every 500 points earned, cardholders receive a $5 reward. The Gap card is issued by Synchrony Bank.
Other retailers’ Visa programs include perks for making purchases on cards at outside merchants, although those outside retailers aren’t specified and they tend to downplay sending customers to potential competitors.
- Macy’s Visa card holders across levels — Silver, Gold and Platinum — earn three percent back for purchases at restaurants, two percent back at gas stations and supermarkets, and one percent back everywhere else outside of Macy’s. Platinum cardholders (plus $1,200 spend per year) also earn five percent back for purchases at Macy’s.
- Best Buy cardholders earn five percent back on Best Buy purchases, three percent back on grocery, furniture and gas purchases (currently for a limited time), two percent back on dining, and one percent back on everyday purchases.
In July, American Express ended Plenti, a program that enabled consumers to earn points at one retailer and redeem them at another.
DISCUSSION QUESTIONS: What do you think of Gap Inc.’s promotion offering 10 percent back in rewards on Gap Visa purchases of “everyday essentials” at Amazon and Target? Do you see more pros and cons in such as an offer?