Winner: 2012 IGCC Ace Award
Optimizing the Gap’s existing eGift Card program for mobile devices in time for the 2011 holidays was a key priority for driving increased eGift Card revenue via a new channel. To help the brand drive more sales and strengthen loyalty, Gap wanted to enable the purchase of eGift Cards anytime, anywhere while offering the same high-quality experience available from web-based gifting. CashStar delivered a user interface specifically designed for small mobile screens and thumb-button navigation, so that shoppers can quickly and easily purchase eGift Cards.
Gap promoted the new offering prominently in select storefront windows and in-store signage featuring a QR Code.The program helped Gap demonstrate year-over-year mobile eGift Card growth. Additionally, Gap was the only brand to directly promote its mobile-optimized eGifting feature during 2011 holiday time period, proving that creating in-store awareness using innovative tactics like QR codes paid off.