gap inc. mobile marketing strategy
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Gap Inc. Mobile Marketing Strategy.TRANSCRIPT
People rely on their smartphones for everything these days – emails, calls, texts, directions, weather, social networking, news, shopping, search, research and more.
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Mobile devices are now our outboard brains because they:
Store information for us
Give us access to information
Solve problems for us
Keep us connected
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Knowing the Smartphone device is now serving a role as an outboard brain, companies and organizations can leverage this device to:
• Serve Customers Anywhere/Anytime• Reduce Cost• Increase Efficiency• Innovate• Real Time Marketing and Promotion
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• Mobile is changing the way customers shop. Retailers are taking notice and stakes are high. • A successful mobile strategy could result in increased business, new customers and competitive advantage.• Ignoring mobile or a failed mobile strategy could result in loss of brand equity and market share.
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Gap is a U.S. clothing and accessories retailer based in San Francisco, and founded in 1969 by Donald and Doris Fisher.
• The company, which operates 3,465 stores worldwide, has five primary brands: the namesake Gap banner, Banana Republic, Old Navy, Piperlime and Athleta.
Ref: http://www.mobilecommercedaily.com/2011/05/26/gap-broadens-mcommerce-repertoire-via-mobile-optimized-site
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Gap, Inc. has incorporated mobile into its marketing strategy.
• At its 2011 investor meeting, Gap pointed to the important role that mobile plays for the company, saying that online conversion rate lifts can also be attributed to the company’s new mobile commerce platform. • This follows other recent mobile initiatives from the company including targeted mobile ads and a television tie-in for mobile.
Ref: http://www.mobilemarketer.com/cms/news/commerce/11224.html
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A Mobile optimized website is the foundation of your mobile campaign.
Elements of Mobile Marketing Strategy - Mobile Website
Gap claims that the increase in shopping on its mobile site is one of the major reasons why it has tripled its online conversions in the last year.
Source:http://www.mobilemarketer.com/cms/news/commerce/11224.html
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Elements of Mobile Marketing Strategy - Mobile Website
The mobile website is easy to use and customers can search for products and purchase on the go.
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Elements of Mobile Marketing Strategy - Mobile Website
Consumers who have an account with Gap can sign in via their mobile device for easier access. Store locators, directions and phone numbers are all there.
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Elements of Mobile Marketing Strategy - Mobile Website
All Gap brands- Old Navy, Banana Republic, Piperlime, and Athleta have mobile websites.
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Elements of Mobile Marketing Strategy - Mobile Website
In an effort to extend its mobile strategy, Gap is delivering real-time discounts and promotions to consumers via SMS text messages, leveraging a service from Visa, Inc.
• Participating consumers receive offers on their mobile devices after completing a qualifying transaction through enrolled Visa accounts.
http://www.retailtouchpoints.com/shopper-engagement/852-gap-tests-sms-offers-with-visa-real-time-service-
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Elements of Mobile Marketing Strategy - Mobile SMS
Shop Gap and other Gap, Inc. stores in a new easy to use app. Find, save, share and buy products when and where it is convenient for you.
Easily add products from Old Navy, Banana Republic, Piperlime, and Athleta and checkout all at once.
http://itunes.apple.com/us/app/gap/id326347260?mt=8
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Elements of Mobile Marketing Strategy - Mobile App
Gap's Style Mixer app for the iPhone does more than just let you peruse and mix Gap pieces - the cool feature is that when you open the app near a Gap store, you unlock a special discount.
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Elements of Mobile Marketing Strategy - Mobile App
Gap uses point-of purchase QR codes. Customers can use their mobile devices to scan the codes to get customer reviews and additional product details.
http://barcode.com/qr-codes-reignite-gaps-marketing-campaign.html http://2d-code.co.uk/gap-qr-codes/
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Elements of Mobile Marketing Strategy - QR Codes
Gap stores also have a presence on Foursquare which enables them to engage customers and leverage location based marketing.
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Elements of Mobile Marketing Strategy - Location Based Marketing
Old Navy joins Shopkick to bring mobile rewards deals and offers to shoppers at all its nearly 1,000 U.S. stores.
http://www.livingrichwithcoupons.com/2011/11/shopkick-deals-target-macys-toys-r-us-old-navy.html http://www.gapinc.com/content/gapinc/html/media/pressrelease/2011/med_pr_ShopKick_ON_11_9_2011.html
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Elements of Mobile Marketing Strategy - Location Based Marketing
Gap, Inc. stores including Gap, Old Navy and Banana Republic, are accepting Google Wallet payments at 65 stores in the San Francisco Bay Area. Using the Google Wallet app, consumers can buy items from Gap retailers via their handsets.
http://mashable.com/2011/11/16/gap-google-wallet/
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Elements of Mobile Marketing Strategy - Mobile Payment
In 2012 mobile web usage will continue to increase. Retailers need to focus on understanding and leveraging the growing power of mobile access and customer usage trends in order to improve sales and support.
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