Post on 17-Jan-2015
description
04/10/2023 1
Competitor Analysis
Gap.com : 5 shops-1 check out model
Prepared by : Hai Anh TO
04/10/2023 2
Gap.com overview
• Gap: Clothes for women, men, maternity, baby and kids
• Old Navy: Women, Men, Maternity, Baby and Kid clothing
• Banana Repubic: Apparel, Handbags, Shoes and Accessories for Women and Men
• Athleta: Outfit Women for Sport
• Pipelime: Shoes, handbags, apparel and jewelry (Newest and online-only brand)
Gap.com is a 5 stores – 1 low flat shipping website
04/10/2023 3
Gap.com performance
• Attracted over 18 million visitors annually (2008)
• E-commerce pioneer in the industry. Long before other companies even started to consider about e-commerce, Gap began developing its online strategy.
• Consistently reinvented itself several times by introducing new brands (Athela and Piperlime) and innovating merchandising.
04/10/2023 4
Market segmentation strategy: Gap segmented each brand to represent a unique image, and
catered to a distinct demographic.
• Gap: middle-class of college-age, teens and 25 to 35 year-olds / basic, casual styles
• Banana Republic: Older and more affluent consumers /more stylized products
• Old Navy: Families, bargain-minded consumers / fashionable, value-oriented clothing at lower price
• Athleta: For modern and active women/premier and sophisticated
04/10/2023 5
Competitive advantage : ''EASIER AND EASIER”:
• Broader range of sizes and products than retail locations: some special items that are not available in stores (ie extra-large pants sizes pants).
• Integrated technology to enhance customer experience: helps shoppers have a good idea of how Gap clothes fit
• Retention of customer preference: Wish lists
04/10/2023 6
Website design / Usability features : Gap
All brands has the same and standardized front page design
Easy to find the subscribing field
1 brand also link to and promote for other brands
Flash banner promoting for GapCard
04/10/2023 7
Website design / Usability features : Bestseller
• Different front page designs that change regularly for each brand
avoid boringness
• More sophisticated and professional design: fit to targeted customers and market
• Teaser: summarizing the new updates of other brands attract customers ‘attention.
• Not so “outstanding” subscribing field
04/10/2023 8
Harvesting email : Gap.com
•Easy to find the Sign-up box. Special offer for subscribers is clearly indicated
•Subscribing consist of some steps, but easy and simple
04/10/2023 9
Harvesting email : Gap.com
• Customers-oriented sense: offer special gifts/ discount for birthdays
04/10/2023 10
Harvesting email : Gap.com
• Tailored messages to customers’ specific interest.
• One sign up for all brands
04/10/2023 11
Harvesting email : Gap.com
Encouraging memberships :
• Receive direct offer just after registering,
• registered members have obvious greater benefits compared to non-registered members
04/10/2023 12
Harvesting email : Bestseller
• One-step-only subscription
• Sign up for each shop separately.
• No offer when signing up
04/10/2023 13
Email campaigns
• Plain text version comes alone
• Short (1-3 days) and long-term offers rather than promoting new products
• Variable offers : free shipping, % off, off with membership card…
• Short subject lines- Chic Summer Dresses, Starting at $25- Last day to save up 40%- The hot 10 summer top dress
• Messages go to inbox, not to Spam
04/10/2023 14
Email campaigns• Simple and standard design template
for all brands, regardless the message content
• Bottom banner: Link to social network, Logo of other brands…
• 2 times scrolling-down
04/10/2023 15
Good about GAP
• Variety of offers and promotions program encourage customers
• Customer retention: • Membership with exclusive benefits. • GapCard offer an easy way to shop.
• Quick page loading, no over-use of flash and motion effects
• Website is user-friendly • good search tool, • signing – up is simple, easy
• Strategically cooperate with trusted and well-known partner to • offer greater service, • maximize convenience, • increase website reliability (VISA) and reputation (Youtube, Facebook, Twitter)
04/10/2023 16
Recommendations for Bestseller
• More customer-focused strategy: Customers should feel they are appreciated, cared and supported when shopping in our store.
• Introducing more promotions and offers. Offer do not need to be at high value, but should make customers feel excited that they get a special deal when buying
• Design of newsletter : simple, and professional. • Increase customers retention and loyalty: Subscribers should receive
distinctive benefits compared to non-subscribers. That should be advertized on front page.
• Reducing loading time• Trying short –term offers ( 1 to 3 days just like Old Navy is doing)• In a long term: Strategic cooperation with well-known partners and social
network