Richard sent a message to Arthur L. Peck – Chief Executive Officer of Gap Inc. – Email Address that said:
Mr. Art Peck
Ms. Sabrina
Ms. Margaret
Dear Mr. Peck, Ms. Simmons, and Ms. Keane:
I am a good Gap and Banana Republic customer. I have VISA credit cards for both the Gap and Banana Republic. I use both cards extensively given the excellent Reward Dollars program offered by each, which I in turn offer to my family members. The problem is that I need to be with them physically when clothing is purchased using my Reward Dollars. This is a significant inconvenience and I pose below some thoughts for reflection.
If you look at my accounts, you will note that this past month alone I accrued over $20,000.00 in purchases. That’s quite a few Reward Dollars for use in purchasing clothing at your stores.
When I asked the cashier at the GAP store in my local town to use the Reward Dollars to purchase GAP (and/or Banana Republic) gift cards she told me that was not permitted. I asked why and she could not explain the reason.
I am now considering terminating both my GAP and Banana Republic credit cards as frankly, the purchase of GAP and Banana Republic clothing for my family and myself is too cumbersome when using Reward Dollars.
I ask simply, why not allow the purchase of gift cards using Reward Dollars? It would make, from a customer’s perspective, a great deal of sense and convenience. Firstly, it would get new customers (and in my case, young people) into your stores and secondly, we know that when you use a gift card at a store you rarely do not purchase more than what the gift card amounts to. The other side to the equation is that there are those who receive gift cards and never use them. That would be your company’s advantage.
I ask that you reflect on my inquiry (and implicit request) and consider a possible change in reasoning as to allowing the purchase of gift cards, which in turn can be used as gifts to others. It really would be a great convenience and seemingly, a great market strategy for gaining new customers.
I totally enjoy shopping at your stores and do hope that you take my suggestion under careful consideration. Thanks so much!
Sincerely,
Richard
