Gap +
European launch campaign
Instore experience + messaging
Personalised style Influencers
Store + campaign toolkits
Contextual messaging
App UX, design, build
Loyalty, eCRM
Results
- Over 45,000 active members in first month
- Members average transactions are 35% higher than non-members- Gap+ members second visit within 37 days compared to non-members who visit on average once every 107 days
Multiple Award winner
Synonymous with ‘khaki pants’, Gap is known for it’s broad-appeal basics and generous blanket discounts. But there’s a whole lot more to the high street stalwart. The fashion Eds recognise this, as do Gap’s style-savvy shoppers who mix in their Gap with their Gucci.
Gap wanted to acknowledge its fashion credentials and form a lasting relationship with its customers as individuals. Gap’s discounts are well received, but they weren’t levelling with the nuances of the individual to increase more regular store visits. What’s more, Gap needed to be as fluid as fashion itself. Omnipresent. Online. On the high street. On trend and on tap. How? By creating a highly personalised, relevant, loyalty scheme to straddle its ecommerce and store activity, scalable across Gap’s European market.
Gap + is a new type of loyalty scheme; allowing shoppers to get more out of their relationship with the store, while helping to move customers away from blanket discounting. At the heart of Gap+ is an app that learns as you shop. The scheme delivers personalised recommendations, rewards and ‘fashion moments’ to members based on their shopping behaviour, individual data and location; in time they will gain priority access to new Gap ranges.
Aside from providing access to Gap’s entire clothing range, (the app offers full synchronisation between the store’s physical venues and its e-tail site), it also showcases key pieces endorsed by its American brand ambassadors – a mix of bloggers, musicians, artists and ‘style icons’. The roster includes Candy Yeh, senior buyer of multi-label retailer Intermix; Anh Sundstrom, fashion blogger at 9to5chic.com; actress Jamie Chung; basketball player Kevin Love; and comedian Ellen DeGeneres.
Gap+ had an immediate impact, smashing our prelaunch predictions. We have seen an increase in frequency of visit, members putting one or more additional items in their basket when they shop, and members’ average transactions are 35% higher than non-members.
In turn, Gap, for the first time, is able to identify their customers. We can show them who the high frequency customers are and what they are buying. This data not only allows us to ensure that these valuable customers return to the store but also helps the brand understand the patterns of behaviour, which could inform product, pricing and stocking decisions.
