Gap rationalises websites to improve sales


Gap rationalises websites to improve sales

Ian Grant

Gap, the US clothing retailer, has rationalised its four branded websites into a single corporate online shopfront that provides customers with the full range of Gap products, the Wall Street Journal reports.

The integration, which was suggested by customers, will help push online sales to more than £500m, around 6% of annual sales. Online sales grew 21% compared with total sales that were down 11%.

Gap brands are Gap itself, Banana Republic, Old Navy and Piperline. Customers can scan and compare all items under each label and buy them from a single checkout. Previously, they had to visit each brand's website separately.

Toby Leak, president of Gap Direct, said the firm had worried that, given the choice, customers would buy the cheaper brands. In fact, the opposite has happened, he said.

Email Alerts

Register now to receive IT-related news, guides and more, delivered to your inbox.
By submitting your personal information, you agree to receive emails regarding relevant products and special offers from TechTarget and its partners. You also agree that your personal information may be transferred and processed in the United States, and that you have read and agree to the Terms of Use and the Privacy Policy.

COMMENTS powered by Disqus  //  Commenting policy