Gap Boosts Sales As It Focuses More On Customer Experience
By Jennifer Lynn, contributing writer
The company’s “Reserve in Store” and “Ship from Store” seamlessly connect online to in-store inventory
Gap reported its November 2013 net sales, which increased 8 percent compared with last year — beating sales forecasts. Net sales for the four-week period ending Nov. 30, 2013 were $1.63 billion compared with net sales of $1.52 billion for the four-week period ending Nov. 24, 2012.
Gap increased online sales by 20 percent in the third quarter compared with last year, continuing its online success and omni-channel strategies. Gap omni-channel retail strategy is designed to strengthen and integrate the shopping experience. Gap, one of the few retailers still reporting monthly figures, expects to release the next report on Jan. 9, 2014.
What are the components of an integrated in-store solution?
The retailer announced last month that online and mobile shoppers could "Reserve in Store" at more than 600 U.S. Gap and Banana Republic locations. Based on November numbers, the effort worked, with Glenn Murphy, chairman and CEO of Gap saying that the strategy provided “a seamless experience for our customers whether they shopped in stores, online, or on their mobile devices.”
With Reserve in Store, customers can shop online or with their mobile devices, placing their favorite styles on hold and picking them up in local retail stores. Banana Republic North America launched the service to more than 400 U.S. stores during the busy holiday season.
Gap’s "Ship from Store" leverages the retailer’s advanced inventory engine to connect online to in-store inventory. Gap will open 160 company-operated stores, focused on Gap China, Old Navy Japan, Athleta and global outlet stores in Fiscal Year 2013. The company also expects to close 80 company-operated stores to remain consistent with its new strategies which focus on growing through new channels and geographies. With regard to store closures, Gap will be more inclined to close Gap North American outlets, in line with its previously announced strategy. The company will be aggressively moving forward with its previously-announced strategy of franchising Old Navy stores globally.
Want to publish your opinion?
Contact us to become part of our Editorial Community.