Loyalty Program for apparel and footwear retailer (US)

The primary focus of this paper is to discuss the issue of Loyalty programs, how do they operated, what are their benefits to the customer as well as the retailer and what are the risks and drawbacks. The retailer selected for this analysis is The Gap Inc of the USA. The first Gap store was opened in the year 1969 with a humorous reason i.e. Donald Fisher, the owner of Gap Inc, was unable to find a pair of jeans that fitted him. The company currently operates within the apparel and footwear industry with five different brands under the names of дЫТ дЫПGapдЫќ, дЫПBanana RepublicдЫќ, дЫПOld NavyдЫќ, дЫПPiperlimeдЫќ and дЫПAthletaдЫќ. дЫПGapдЫќ, дЫПBanana RepublicдЫќ and дЫПOld NavyдЫќ are the divisions whose focus is towards the clothing and apparel industry whilst дЫПPiperlimeдЫќ and