Gap Optimizes for Mobile Purchase

eGifting Update

Gap Optimizes for Mobile Purchase

Driving Instant, On-the-Spot Digital Gifting

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. And since customers could already shop for merchandise on the Gap mobile site, it was essential to deliver the same quality experience for eGifts. These two reasons, combined with a bold holiday campaign, created the perfect opportunity for Gap and CashStar to implement a new solution.

iPhone Gap
Winner of a 2012 IGCC Ace Award honoring excellence in gift card programs.

Situation
Gap’s customers not only demand modern fashion without the killer price tag, they expect to be able to leverage digital channels to fit their shopping needs. 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.

Solution

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. Even within this smaller form factor, Gap customers could still interact with rich features including their choice of faceplate design, the opportunity to add a personal message, the choice of selecting to send the gift immediately or in the future. Gap’s mobile solution is supported across mobile platforms ranging from iOS, to Symbian, Blackberry, Windows Mobile and Android.

Gap promoted the new offering prominently in select storefront windows and in-store signage featuring a QR Code. Directly below the QR code was the call to action “Scan to buy e-gifts redeemable at any of our brands.” QR Codes are a cost effective tool that customers recognize as a prompt to get more information. Even if consumers did not actually scan the QR Codes, they created awareness and association in the consumers’ mind of Gap’s mobile eGift Card offering.

Results

Mobile eGifting is a relatively new channel – several retailers added the functionality in 2011 but looking at year over year data is misleading since a large majority of retailers didn’t have a mobile optimized purchase in 2010, which significantly impacts conversion. That said, industry data shows that in 2011 Gap Inc. overall demonstrated year-over-year mobile eGift Card growth.

Gap was the only brand to directly promote its mobile-optimized eGifting feature during this time period, proving that creating in-store awareness using innovative tactics like QR codes paid off.