Gap Expands Omni-Channel Fulfillment Opportunities
By Megan Zielinski, contributing writer
The $1.4 trillion global apparel chain, Gap Inc., plans to focus primarily on expanding their omni-channel capabilities for the next five years, providing customers with an ideal shopping experience in-store, through mobile, and e-commerce.
Gap Inc., chain holder of Gap, Banana Republic, Old Navy, Piperlime, and Athleta, is improving their omni-channel avenues, delivering personalization, enhanced digital features and loyalty programs to engage with customers. “As the retail landscape evolves, we continue to deliver on our omni-channel roadmap and focus on owning the shopping experience of the future,” says Glenn Murphy, chairman and CEO, Gap Inc.
By incorporating new technology, innovation, and intelligence in apparel retail, the company plans to build upon its current omni-channel features, including reserve in-store, find in-store and ship from store. This year, the company will be testing its new “order in store” feature, providing customers with direct access to expanded product offerings online.
This year, all Gap stores will have the reserve in-store service available. Reserve in-store, launched last June, allows for customers to save up to five items online, available for pickup and purchase within 24 hours at their local stores. The program has increased sales, as many customers find other items in-store as they pick up their saved merchandise. Customers can view stock of inventory at their select store, through the find in-store tool. With ship in-store, customers have the opportunity to browse and select from full inventory, having desired items shipped promptly to their local store for pick-up and purchase. All three provided tools connecting ecommerce to bricks-and mortars stores have increased store traffic and customer satisfaction for Gap Inc. “We’re focused on delivering an incredible store experience and making it even more convenient for our customers to shop with us however and whenever they want,” says Tom Sands, executive VP, Gap North America.
Plans for the year also include further development of expanding inventory and to be a more receptive global supply chain in order to provide sufficient service to customers’ demands with flexibility and speed, while experiencing revenue growth and gross margin potential.