Joining the increasingly lively contest for consumer loyalty, Gap has launched a free e-commerce app dubbed Gap+. Users receive a 5% discount on every purchase, plus personalised offers relating to an individualised feed of inspirational style guides and look-book imagery.
77% of US smartphone users say that mobile offers such as surprise points, exclusive content and even birthday messaging have a positive impact on their brand loyalty (Vibes, 2016). Gap’s use of a machine-learning-based, social-media-style news feed – which shows different imagery depending on past purchases or style preferences – presents a savvy alternative to generic rewards.
Aside from providing access to Gap’s entire clothing range (all of which can be shopped in-app), it also showcases key pieces endorsed by its American brand ambassadors – a mix of bloggers, musicians, artists and ‘style icons’. At present, the roster includes Candy Yeh, senior buyer of multi-label retailer Intermix; Anh Sundstrom, fashion blogger at 9to5chic.com; actress Jamie Chung; professional basketball player Kevin Love; and comedian Ellen DeGeneres.
Currently only available to Gap’s UK and Irish consumers, the app offers full synchronisation between the store’s physical venues and its e-tail site. Those who register for the app receive a personal Gap+ ID that enables them to redeem discounts and promotions in-store by simply showing their code at the till, or entering it at the e-checkout.
For more on the trend for using editorial-style creativity to fuel retail, see Contextual Commerce. For more shrewd loyalty programmes, see Redefining Consumer Loyalty for Digital Natives, Asos A-List: Tiered Rewards Scheme, and Consumer Loyalty: Rethinking the Rewards System.