Gap Inc. is the largest speciality retailer in clothing and accessories in the U.S. and third in total international locations. With over 64 million customers, their main priority is to continue growing their billion-dollar brands with products and experiences that drive lifetime value and reshape their business to create a better future.
This massive company was built concerning the "Generation gap", the GAP brand meaning and with inclusivity at its core. Not just inclusive in their designs, but everything related to their customers, communities and the environment. They are bold in taking smart risks and have taken great strides in implementing strategies that keep them ahead of the industry to create a retail experience that is a fit for all.
The company remains focused on digital dominance through investing in its e-commerce platform. They have been strategically investing in technology to deliver an enhanced online experience to accelerate their digital strategy. The main focus is improving every touchpoint of the customer experience. Besides offering great product lines and high-quality products, they give emphasis to differentiated customer experiences and relevant marketing.
GAP recognizes the e-commerce growth opportunities for its brands and their huge investments in e-commerce strategies are a clear indicator. While they aren't new to e-commerce, they still need to do more to differentiate themselves from their competitors who are at par in their e-commerce efforts to be able to retain their online momentum.
Consumers have moved on to higher expectations in e-commerce, with the rare recommendation features provided by a few becoming a standard expectation. GAP realizes its need to pay close attention to how its customers are responding to their ever-evolving experiences and offerings and adapt accordingly and appropriately to attain a competitive advantage.
That being said, GAP is aware of how AI models can enable them and proved a significant opportunity to improve. A custom recommendation model based on recent browsing history and similar products being great for product discovery amongst its vast product collections, GAP reached out to Glood to strategize on improving product recommendations on their store.
To enhance their customer experience, increase customer lifetime value and boost online sales, the brand’s strategy focuses on a custom recommendation model that displays similar products and recently viewed items in the same widget.
Glood adapted the model for this specific use case in real-time based on customers' recent browsing history and their historical data. This was used to redirect new visitors and customers to other similar products and their products of interest to inspire further browsing and to increase cart size and average order value.
Glood helped GAP build a custom design to seamlessly integrate with their store theme. This allows GAP to create a design tailored to its brand and one that reflects its identity. This provides their customers with a personalized experience specific to their needs from browsing to buying and satisfies their business objectives. Everything from their information structure to the aesthetics and functions of the GAP website reflects their uniqueness.
With the implementation of the custom recommendation model, GAP saw 40x Return on Investment through Glood-powered experiences.
GAP also witnessed over 50% increase in overall Click-through Rate (CTR). This depicts GAP was successful in understanding its customers, appropriately reaching out to their target audience and persuading them to click on relevant recommendations.
With a focus on the design, content, and experience provided by their web pages, there was a 20% increase in overall time spent on GAP's website. This proves they were able to create a better experience for their users in order to increase the amount of time they spent on their site, ultimately increasing their brand value and business in the process.