Gap Inc. Mobile Marketing Strategy.

1. Case study
Mobile Marketing Strategy

2. 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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3. 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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4. 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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5. • 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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6. 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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7. 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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8. 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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9. www.fpov.com
Elements of Mobile Marketing Strategy - Mobile Website

10. 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

11. 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

12. All Gap brands- Old Navy, Banana Republic, Piperlime, and Athleta have
mobile websites.
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Elements of Mobile Marketing Strategy - Mobile Website

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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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