Gap, Banana Republic Expand Omnichannel Approach With Reserve In Store Service

Omnichannel is a big buzz word in the retail industry as more retailers create cohesion between online, social and in-store customer experiences. Gap Inc. (NYSE: GPS) is expanding its omnichannel strategy by launching its Reserve in Store in more than 200 Gap stores and all Banana Republic stores, which lets customers use the web to place items on hold in store. 

The new service allows mobile and online shoppers at Gap and Banana Republic's e-commerce sites to reserve up to five items per day.  After reserving items, customers will receive an email or text within one hour confirming their items are on hold, along with pick-up instructions. Items will be held until the close of business the next day.

Reserve in Store was initially launched in June as a test in a select few stores in San Francisco and Chicago.

"With Reserve in Store, our stores are open 24 hours a day, seven days a week," Tom Sands, executive vice president, Gap North America, said in a statement. "We're focused on delivering an incredible store experience and making it even more convenient for our customers to shop with us however and whenever they want."

The Reserve in Store strategy is an expansion of Gap Inc.'s Ship From Store option which launched at the end of 2012 and lets online shoppers buy directly from store inventory. Gap, Banana Republic, Old Navy and Athleta are all using Ship From Store, but there's no word yet if Reserve in Store will be expanded to all of these retailers as well.

For more see:
This Gap Inc. press release
This Bloomberg article

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