Banana Republic and Athleta make gift-giving personal, flexible

Banana Republic, Athleta to offer in-store digital gift giving.

Parent company Gap has teamed up with Loop Commerce to offer GiftNow for consumers shopping on and The technology allows users to select a specific item and send it online. 

Shoppers can deliver the digital gift immediately or schedule it ahead of time for a specific gift-giving day. The recipient receives an email with the gift details and an opportunity to select a preferred color, size and shipping address. If the recipient does not like the items at all, they can exchange it for something else before the product is ever shipped. 

GiftNow will also be available in 10 Athleta stores next week. The GiftNow Card gives shoppers a way to buy any product for recipients to redeem the card online for a specific product rather than a dollar amount. Athleta staff are trained to help load the GItNow Card onto the web. 

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“We’re excited to add the GiftNow service to and and be the first brand to work with Loop Commerce on a connected experience by also offering the GiftNow Card in select Athleta stores,” said Noam Paransky, senior vice president of digital at Gap. "We believe this new personalized gifting service will provide our customers an easy way to do their holiday shopping both online and in-store.”

Loop Commerce is referring the GiftNow Card as part of g-commerce, gift commerce, an extension of its original online service. Other retailers that use the GiftNow service include Macy's, Target, Neiman Marcus, Saks Fifth Avenue and Coach.