Gap introduces loyalty promotion in bid to boost sales

Gap has introduced a loyalty-based promotional booklet, the Summer Passport, as part of an initiative to encourage sales in its stores.

The booklet, which is being handed out to shoppers if they spend &£25 or more in one transaction during May, entitles them to a range of discounts in forthcoming months on the retailer’s summer collection. Shoppers will be able to use the booklet to claim a 20 per cent discount when they spend &£50 or more in June, 15 per cent on a transaction of &£35 or more in July, and 25 per cent on a purchase of &£75 or more in August.

A Gap UK spokeswoman says: “Summer Passport is an opportunity to highlight the travel theme and the range of summer products. Hopefully it will inspire our customers to shop frequently at Gap throughout the summer.”

The booklet is part of a drive to promote customer loyalty and follows a promotion in April when customers were handed vouchers offering a 20 per cent discount on a single transaction of &£50 or more and 15 per cent on &£35 or more during the first two weeks of May.

In the past, Gap has predominantly relied on advertising and major high street locations to attract shoppers.

The new loyalty based marketing initiatives have been devised by Gap’s head office in San Francisco, and come on the back of a slowdown in the growth rate of comparable store sales for the quarter ending May 1, 2004 versus the same period the previous the year.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here