Gap Tailors Cross-Channel Marketing to Customers

May 01, 2014

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Here at Signal, we’re excited when marketing technology wins the hearts and minds of leaders of major corporations. It’s important to see the very problems we help our clients solve put into the broader context of how they impact corporate strategy and investor relations.

Gap, a Signal client and a $17 billion company, recently highlighted at its annual investor meeting how marketing technology and its cross-channel strategy serve as competitive differentiators for the brand.

Across areas such as mobile, personalization and loyalty programs, Gap is an innovator leveraging marketing technology to engage consumers and offer better customer experiences. For example, online and mobile shoppers can have it their way by pinpointing the nearest Gap stores carrying particular inventory, reserving those items and even shipping them from those locations.

“We have the world’s best collection of American brands coupled with a strong economic model and runway for global growth,” said Glenn Murphy, Gap’s chairman and chief executive officer. “As the retail landscape evolves, we continue to deliver on our omni-channel roadmap and focus on owning the shopping experience of the future.”

Instead of approaching cross-channel marketing on an ad-hoc basis, Gap has an evolving, ongoing strategy. Later this year, it plans to continue building out its cross-channel offerings by launching new order-in-store functionality that will give people instant access to expanded product lines via the Web. Those same items can be reserved in (and shipped from) an expanded set of stores that includes all Gap and Banana Republic locations in the U.S.

Murphy added, “In the next five years, we plan to leverage our scale to drive our strategic initiatives – including global growth plans, omni-channel strategies, a seamless inventory model and fully responsive supply chain. We expect these initiatives to contribute meaningfully to our revenue growth and operating profit.”

Check out Gap’s press release from the investor meeting to learn more.

Carol Jouzaitis

Carol Jouzaitis is VP, Analyst Relations at Signal.

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