Gap UK ecommerce website to serve nine European countries
Submitted by Sarah Clark on February 26, 2010 – 1:45 pmOne Comment
Gap has announced that it’s long-awaited UK ecommerce site will serve consumers in nine countries.
Details are still very light and no launch date has yet been set, but the US-based retailer does say that the site will cover both the Gap and Banana Republic brands and “will also serve online shoppers in nine other European countries, including Italy.”
The retailer first revealed plans for UK and Canadian transactional websites during an analysts briefing in October 2009.
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One Comment »
As an internationally renowned brand, it comes as no surprise that Gap has decided to extend its online offering. Having already built a competitive online positioning in the US, Gap is in good stead to increase profits across Europe. However, as the digital space becomes more crowded, Gap must provide an offering that really stands out, especially if it wants to win back its customers from ASOS.
If Gap is to transfer the success of its high street chain online, it must carefully consider its offering. Extensive time and effort is spent on arranging offline shop floors, ensuring the layout is correct and items are positioned strategically and there is no reason this cannot be translated online. Those brands that do provide a clear route and virtual shop flow online are in a great position to engage consumers, guide them through products and encourage them to increase their spend. For large brands like Gap, visualisation is also a key factor. If customers can’t view their items in as much depth as in store, they risk losing sales. Therefore, the site must include extensive visuals and adequate information for every country a user logs in from- size, colour and material.
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