With 54% YoY growth ($6B), Gap recognized significant increase across its digital footprint with 50% of traffic and 75% of sales arriving through mobile channels.
With this surge in demand spurred by broader macro e-commerce trends due to the pandemic, Gap is now playing catch up as it aims to match the loyalty programs of its competitors - specific to the customer fulfillment process.
Over the last few decades, Gap has struggled to maintain relevancy as the "Americana identity" brands (a la America Eagle and Abercrombie) have been overtaken by European fast-fashion (Zara and H&M) and the rise of online DTC brands.
It's shocking to me that Gap is only now addressing core customer-service initiatives relating to fast-shipping and general lifetime value. It's not as if Amazon's key success driver has been a secret for the last decade.
Article: https://www.retaildive.com/news/gap-tiered-fulfillment-customer-loyalty/597898/
No comments:
Post a Comment