Team 7 Le Lan Phuong - s3579569 Pham Truong Chau Ngoc - s3576035
GAP is an urban lifestyle fashion brand that provides a contemporar y range of clothing for adults, kids and babies. GAP is an iconic international brand that is proudly American and embraced by some notable superstars. It is stylish and in vogue. GAP has turned into a social symbol by of fering apparel and accessories established in cool, assured and comfy style to clients around the globe.
Gap's objective market is men, ladies and kids. The age segment is tremendous going from newborn child to 60 year-old. They sell everyday clothes and accessories: Known for their American style, GAP sells apparel including denim, basics such as t-shirts, shoes, handbags, jewellery and personal care products (Company Profile: The Gap, Inc 2015). Gap is in the middle of the market.
our 10cʼs
Customer Value Consumers who have an account with Gap Inc. can sign in via their mobile devices for easier access. Store locators, directions and phone numbers are all there. In an effort to extend its mobile strategy, Gap Inc. is delivering real-time discounts and promotions to consumers via SMS text messages, leveraging a service from Visa. They also provide exclusive online discount code for online shoppers.
GapĘźs 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.
1
2
Convenience GAP online shopping website's interface provides comfort, ease & 24/7 access. 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. When you want to purchase a product, you can choose between multiple sizes and colors if available and immediately click the “Add to bag� button below to checkout or you can keep shopping. They even put the size guide in order you have no idea which is your size. Shop GAP and other Gap Inc. stores in another simple to utilize application. Discover, set as favorite, share, add to cart and purchase items when and where it is helpful for you. Effectively include items from Old Navy, Banana Republic and Athleta and checkout at the same time.
Cost Gap Inc. uses point-of-purc hase QR codes. Customers can use their mobile devices to scan the codes to get customer reviews and additional product details.
Gap Inc. uses multiple means of sales promotions
Gif t Card
GAP Visa Card
GAPcard
GAP discount
Gap Inc. of fers a cycle of increasing
coupons can be
sales and discount promotions up to
purc hased through a third
60% of
par ty company
holiday season star ting from Blac k Friday, Thanksgiving, Christmas
In-store sales promotion
Communication Gap gives customers the ability to leave feedbac k on both online and physical store about the online website, store and product. Gap stores also have a presence on Foursquare, Instagram whic h enables them to engage customers and leverage location based marketing.
Computing Gap Inc.ʟs Product Engineering association is quick, inventive, and item engaged, creating front line answers for genuine business issues, established in Agile technique. Worldwide Infrastructure is about change, utilizing front line cloud innovations to help Gap Inc.ʟs quickly developing worldwide business. Gap Inc.'s Information Security group is on the bleeding edges of securing a multi-billion dollar worldwide business and ensuring a large number of clients – conveying genuine arrangements that traverse the advanced and physical universes. Omni-channel Technology and Logistics association empowers Gap Inc. to draw in and charm their clients in the digital age, characterizing the eventual fate of retail innovation. Sourcing and Inventory Management group adopts a vital strategy to the general advancement of their items, guaranteeing client can get the items they need, where and when they need them.
6
Customer franc hise Gap enjoys a strong level of brand recognition that has been well established since the brand launched in 1969. Gap has become an iconic American brand which can produce envious brand revcall levels. Gap has cultivated a brand image which incorporates the three key brand associations: -Attributes: casual and classic American styling. -Benefits: symbolic values of social expression and individuality. Attitudes: associations are favourable due to long-standing affective connections customers have with the iconic Gap brand.
Customer care - Free shipping is valid on orders of $50 or more shipped to a single U.S. address, af ter promotions and discounts are applied. - Fast and reliable deliver y of goods - Af ter sales ser vices both online and of fline - Live online c hat with a customer ser vice person - E-news subscriptions - Extensive product imager y and descriptions - High security transactions - Viral marketing tools
7
Community Customer reviews available for every products.
Content
9
“Optimistic American Style." Their instagram seems to be the most popular social media platform of Gap. They show off energetic, unique of the lifestyle of the American youngsters.
Customisation When customers click on various products, the algorithm will calculate and show other similars products that the customers might have an interest in and purchase.
10
issues selling online
- Some websites do not have 24/7 after sales services both online and offline and live online chat with a customer service person. Therefore, they should make the working hour for online website a 24-hour shift. - Fashion online shopping is a very competitive market. Retailer should focus on developing marketing strategies to earn competitive advantage (engaging, building loyalty between customers) - When shopping at home through a mobile screen, customers cannot check the quality of the products by touching or feeling the texture of the cloth physically like when they shop at store. The solution is to add in better high-quality images, size chart, model, customer reviews.
- Sometimes stores receive negative feedbacks from customers, which are also available for anyone else to see. The website should have online customer service to prevent dissatisfaction experience from customers. - When shopping online, customers can compare prices and models between different stores to find vtheir best choice. In order to attract customers, the store should offer exclusive items. - When selling online, especially fashion products, copying issue is never avoidable. The company should have some solution plans in case the issue occurs to them, such as how to sue the copycat, or how to use social media instead of defending in court. - Customers often complain about delayed delivery when they shop online. Consider how to provide faster delivery to customers is a necessity. - Online shopping often requires digital payment, but some customers prefer pay cash on delivery. Therefore store should provide customers the choice to use COD when buying online.
adopted from eMarketer inc. According to the above chart, from first quarter of 2016 to first quarter of 2017, the total revenue growth rate from retailers and ecommerce sales of Gap Inc. is having an increasing trend. But if we take a look at the below chart of each segment
According to the above chart, from first quarter of 2016 to first quarter of 2017, the total revenue growth rate from retailers and ecommerce sales of Gap Inc. is having an increasing trend. But if we take a look at the below detailed chart
The ecommerce sales growth rate is increasing enormously from the beginning of last year to the first quarter of this year by 23.2%. This means their focus strategy on selling online is a success since it covers all the mentioned issues well.
design wire frame
the homepage is redesigned to communicate better to the customer than before. With the minimal style and the campaign being portrayed right at the center of the page, the viewers will get the idea that Gap is a minimal brand for modern urban people.
#1 email campaign
Because our target audience is mainly women from 25 years old to 40 years old who are mostly office workers, we decided to collaborate with Starbucks, offering a free coffee for any purchase of Gap. ItĘźs Monday, you get to treat yourself some shopping then you get a free coffee. How can you start your week better than this? Using friendly language, we want to make our customers feel comfortable just like they recieve a mail from their trustwworthy friend. We acknowledge that the image is the part that immidiately catch the viewers attention, so we designed the image to transfer our promotion. For the text, we use Futura font in our signature navy color. The Futura font works really well with our minimal aesthetic. Plus, it is contrasting with the Gap logo font.
#2 email campaign
We love to take care of our loyal customer, and focus on building the relationship with them, so we are sending our loyal customers a special gift on their birthday. The gift includes a small planting kit, some personalised promotions and a catalogue. This also makes Gap eco-friendly and ethical to customers.
Gap Inc. already has a mobile shopping app with all the features needed, so we came up with an additional shopping experience for the customers. Now they can try clothes on at home. With our new feature, customers who donĘźt have time to go to the store to look at our products can have the same experience right at their home. The idea is simple, the customers will pre-purchase 5 items. We will ship them to them. They try on at home and mail back to us the things that they may not like and get the refunds.
mobile / ipad experience
social media campaign
Gap has 3 letters and it inspired us to rhyme the brandĘźs name with other different words. The result is quite fun and it also create a timeline for our campaign. The campaign would take place for 2 weeks in the summer 2018 on both Instagram and Youtube. The aim is to make the clip go viral and be shared by the young audience that Gap has yet to attracted and also to raise the brand awareness.
Eric Koston is an American professional skateboarder and company owner. He has been featured in the Tony Hawk's video game series, and the Electronic Arts video games Skate 2 and Skate 3.
blogger ʼs campaign
The goal is to achieve the “Energetic American streetstyle”. The campaign is for Fall 2017, when the weather is so great, people tends to purchase new cool outfits that we embrace this chance to launch the campaign showing off our new lookbook. It will also attract more male customers due to the energetic and active vibes that was delivered by the legendary skateboarder Eric Koston. The campaign will be launch in Youtube and Instagram for 3 weeks.
social media policy
- Think carefully before you decide to post something on the internet, because you cannot take that back later. - Be careful talking about sensitive subjects (e.g. legislative issues and religion, racial, ethnic, sexual, and physical incapacity) and respect others' points of view. - You ought to know that Gap may watch substance and data made accessible by staff through online networking. Staff should utilize their best judgment in posting material that is neither wrong nor destructive to Gap, its employees, or clients. - Gap Inc. is an international organization. Keep in mind that what you say can be seen by clients and workers everywhere throughout the world and something you say in one nation may be disrespectful or hostile in another. - Regard other individuals' work. Because something's on the web doesn't mean it's OK to duplicate it.
- Try not to refer to or reference customers, accomplices or suppliers without their permission. When you do make a reference, where conceivable, link back to the source. - Your employment comes first. Unless you are an approved Social Media Manager, don't give online networking a chance to influence your employment performance. - Mind your manners. Be aware and obliging, no trolling, taunting, or roasting anyone, even our rivals. - Act naturally. Be the first to show that you are a Gap Inc. staff—and influence it to clear that you are not an organization representative. - On the off chance that you screw up? Redress it quickly and be clear about what you've done to settle it. - - - Contact the web-based social networking group if it's something outstanding.
- You ought to get authorization before you allude to or post pictures of current or previous workers, individuals, merchants or providers. - Include value. Ensure your posts truly add on the discussion. If it advances Gap Inc's. objectives and qualities, assists our clients, enhances or encourages us offer items, or causes us carry out our works better, at that point you are including value. - Know that others will connect you with your boss when you recognize yourself as such. It would be ideal if you guarantee that your Facebook, LinkedIn or MySpace profile and related material is predictable with how you wish to introduce yourself with customers and partners. - Gap esteems, regards, and maintains the protected innovation privileges of its bloggers. - If you distribute content after�hours that includes work or subjects related to Gap, a disclaimer ought to be utilized, for example, this: "The postings on this site are my own particular and may not speak to Gap positions, plans or conclusions."
- It is greatly suggested that employees keep Gap related online networking accounts isolate from individual accounts. - No discussing budgetary data, sales patterns, systems, forecasts, legitimate issues, future limited time exercises. - No giving out individual data about clients or workers. - No posting secret or non-open data. - No reacting to a hostile or negative post by a client.