Gap Inc. Business Direct Launches Options Card
Gap Inc. Business Direct is out with a new gift card option for corporate buyers, which now blends three of its top brands into one card.
The new offering, called the Options gift card, is a single gift card that can be used in-store or online at Gap, Old Navy or Banana Republic stores. The Options card will replace the individual Gap, Old Navy and Banana Republic gift cards available as corporate incentives.
As part of the offering, recipients can use the Options card at Gap Inc. Factory and Outlet stores, as well as at other Gap-branded stores, including babyGap and GapKids stores, The gift card is available in denominations of $25, $50 and $100 and is sold in bundles of 25 or 100 cards.
The specialty retailer launched the card last month in response to corporate customer requests, as well as a need to better streamline its gift card offerings.
“We wanted to being more value not only to our corporate buyer, but ultimately to the end user,” said Keith Mercier, senior director of Gap Inc. Business Direct. “We just felt like we could really bring a lot more value to the consumer and do it with one card.”
“When you ask [consumers] how they want to be rewarded, they always say money or cash, however, there is little…value associated with cash,” he said. “A gift card is a nice alternative. We wanted to lend more flexibility across brands people know and love and still allow trophy value to be associated with it.”
The Options card gives the company the flexibility to incorporate some of its other brands, including its Forte and Towne, a new clothing line geared toward women over 35, Mercier said. The retailer has not rolled out the new gift card at retail, but Gap is considering that possibility, he said.
Gap Inc. Business Direct will promote the Options card at upcoming trade shows, including the Motivation Show, which takes place Sept. 26-28 in Chicago. Direct mail, online materials and print ads also support.
