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Like the old Macy’s and Gimbels administration food from Miracle on 34th Street that had advisers accelerate abroad barter to boutique at their competitor’s stores, Gap (NYSE: GPS) is experimenting with advantageous holders of its Visa Signature acclaim agenda if they boutique at Amazon.com (NASDAQ: AMZN) or¬†Target (NYSE: TGT).

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While abounding branded acclaim cards action banknote aback on purchases fabricated at a array of merchants, the Gap advance seems different in that it is blame its barter to boutique at two of its competitors.

Nine pairs of denim jeans in a assemblage on top of a lath surface

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Image source: Getty Images.

During the months of October and November, Gap barter can acquire 10 credibility for every $1 spent on “everyday essentials” at either Amazon or Target while earning three credibility for every dollar spent at food added than its own Gap, Old Navy, Banana Republic, and Athleta chains, according to¬†RetailWire. Gap barter about acquire bristles credibility for every dollar spent at its own brands, so it is absolutely incentivizing cardholders to appointment Amazon and Target.

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The t is the advance seems bound to accustomed essentials, about things like soap, anatomy wash, toothpaste, etc., not clothing. Target afresh launched a new band of articles that fits into this class alleged Smartly, some 70 bargain articles that awning not alone claimed affliction items but additionally domiciliary appurtenances like cardboard plates, toilet paper, and laundry detergent.

Gap may be acquisitive its barter will go to these added retailers to banal up on appurtenances that it doesn’t sell, and again appear aback at Christmas to use the credibility to acquirement Gap clothing.

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But there is accident that, while arcade for moisturizer and atom chrism on Amazon, barter will additionally analysis out the e-commerce giant’s alternative of jeans, khakis, T-shirts, and added accouterment items.

It’s a adventurous strategy. We’ll see if it pays off for them.

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Gap’s achievement has been mixed, with able sales at Old Navy but the namesake Gap food continuing to be weak. Second-quarter acquirement and balance absolutely exhausted analyst expectations, announcement a 7.5% access in sales to $4.09 billion and a near-12% jump in per-share profits to $0.76, but all-embracing comparable-store sales came in at a blah 2% gain.

That was predicated on the 5% access apparent at Old Navy and a 2% bang at Banana Republic, but Gap food confused 5% from the year-ago period, which was an abominable achievement because in 2017 comps had already set the bar low, with same-store sales falling 1%. Since Gap couldn’t footfall over that accessible hurdle, it’s a arresting that its position is in trouble. CEO Art Peck may say that the affliction is abaft them with the Gap brand, but it hasn’t apparent that to be the case yet.

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This may be why Gap is aggravating this “d strategy.” Consumers are already arcade at Amazon and Target, and acquainted this by piggybacking on it could be the aing best way to capitalize on that reality.

Sales at Amazon surged 39% aftermost division to $53 billion while Target sales were up 7% to about $18 billion, but it had able comps growth, too, up 6.5% on an “unprecedented” 6.4% billow in traffic. By attached barter to a attenuated alternative of commodity they’re apparently already affairs at those retailers anyway, Gap may aloof get them to appear aback to its food to use the credibility they’ve calm and addition its sales as well.

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John Mackey, CEO of Whole Foods Market, an Amazon subsidiary, is a affiliate of The Motley Fool’s lath of directors. Rich Duprey has no position in any of the stocks mentioned. The Motley Fool owns shares of and recommends Amazon. The Motley Fool has a acknowledgment policy.

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