Many were surprised when Gap.com implemented an integrated shopping cart system for its four major brands (Gap, Old Navy, Piperlime and Banana Republic). Prompted by the wishes of their customers, the integrated shopping cart offers a single flat-rate shipping fee and one package delivery for any articles purchased, irrespective of brand.
At the Shop.org annual conference Gap.com CEO Toby Lenk gave a positive summary ("Gap Inc Proves Brands Can Get Along") and addressed questions from the audience on the possibility of increased “trading down” effects where customers switch to cheaper brands. Not at all:
"In fact, Lenk said, since combining Gap.com, OldNavy.com, BananaRepublic.com and Piperlime.com, the biggest winners have been Banana Republic and Piper Lime: the brands with the highest price points."
More reports from the Shop.org annual conference
Shop.org has this year cleverly deployed a blogger team on site, who have intensively reported on the other presentations. Noteworthy reads:
- Mulpuru discusses the state of online retail today
- Endless.com: What’s Your Spin on Carousel Navigation?
- The Borders Cross-Channel Breakthrough (+ Interview)
Related posts:
Originally posted in German by Jochen Krisch, translated by Jason Soo.
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