Gap turns to Spring app to reach millennial shoppers

Gap is attempting to appeal more to millennials by promoting a new collection through a partnership with shopping app Spring.

The new T-shirt line, dubbed Gap Remix, features redesigned versions of the iconic Gap logo developed by artists from all over the world and is available in some stores, in addition to the Spring app.

Spring is a particularly good avenue for Gap to reach younger shoppers, as the "virtual mall" app is becoming increasingly popular with millennials. The Gap digital store will have a spotlight section with a few shirts visible on a carousel, accompanied by a display of the complete collection below and information on the artists who designed each item.

By promoting the clothing line through the app, Gap could potentially get the attention of younger shoppers who have given up on the brand in the past.

"With over $200 billion in m-commerce sales last year and a predicted $600 billion in the year 2018, partnering with a mobile app like Spring could play a crucial role in driving sales for Gap through their mobile channel," Melissa Greenberg, general manager at Fetch, New York, told Mobile Commerce Daily. "Mobile app features like push notifications, loyalty rewards and social referrals can act as tools to help engage users and promote products and push users to make purchases directly on the app."

The move is a savvy one as mobile apps continue to play a larger role in attracting millennial shoppers, even more so than mobile ads, according to recent research.

Last month, Oracle released a study titled "Millennials and Mobility: How businesses can tap into the app generation," which polled 18- to 34-year-olds working at global organizations in Europe, the Middle East and Africa, Asia Pacific and North America about the way they use mobile.

Within that group, 74 percent of those surveyed said they had made a purchase through a mobile app, just behind the 75 percent who said they had used an app to upload media content. Seventy-two percent said they like having the ability to make transactions from within a brand's mobile app, while another 62 percent liked being able to get advance notice of upcoming offers via an app.

Whether Gap's efforts in the mobile app realm will prove enough to make the brand relevant for younger shoppers is left to be seen, but the shift toward a mobile focus is certainly becoming more pronounced across the retail industry. In fact, Pinterest's recent launch of Buyable Pins was designed for mobile right from the start.

"Since 80 percent of Pinterest activity is on mobile devices, Buyable Pins were designed with mobile users in mind," Tequia Burt wrote for FierceMobileMarketer. "Moreover, recent research from Millward Brown found 93 percent of active Pinners said they use Pinterest to plan for purchases, and another 87 percent said they've purchased something because of Pinterest."

For more:
-See this Mobile Commerce Daily story
-See this Oracle study

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Tesco trials mobile coupons to drive traffic to new concept store
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M-commerce driving rapid mobile internet growth
Mobile growth slower than expected as retailers fail to impress

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