Client/Partner: Gap Inc./Growth Innovation Digital (GID) in partnership with New Control, GE Money and Visa
Role: Ad agency account lead on Gap Inc./GID working with a Chicago-based creative team.
BACKGROUND
Loyalty store credit card programs are a successful retail tactic to acquire new customers, retain and increase spending of (good) existing customers and encourage brand loyalty -- while also building a database of consumer behavior. Gap Inc. already had a loyalty program, but research and sales showed that the cards were not “top of wallet” (i.e. the credit card people reached for to make everyday purchases). To make the program succeed, and for the ad agency to keep the account, consumer behavior needed to change.
“Great program manager with airtight execution ... but what I appreciate most is her imagination and can-do attitude.”
TacTics
· Developed communications (direct mail, email, credit card statement inserts) educating cardholders on the benefits of their cards in a manner that focused on message clarity. Cardholders’ accomplishments and status were recognized and highlighted, encouraging further card usage, especially on out-of-store purchases.
· Overhauled existing loyalty program materials including POS, in-store signage and customer cardholder microsite so that all materials were consistent in message, look and tone.
· Created a robust card acquisition strategy encouraging activation and repeated use of the card in the first 90 days (the time in which a consumer generally makes a card top of wallet … or not).
results
· The Gap Inc. credit card and loyalty program fueled GID to become the fastest-growing segment of Gap Inc.
· Agency billings for the account grew from ground level to $1.5M, well past the first year $800K goal.
· 9 major campaigns, 80 individual projects, and 154+ versions, ultimately reaching 5.6 million direct recipients.
· Agency is still Agency of Record for GID credit card marketing.
*Actual results are proprietary information.