aDressed

The official blog of Gap Inc.

Reserve in Store expands just in time for holiday shopping

ExperienceTanya Hart, Gap Inc. blogger3 Comments

Just before the holidays, we rolled out our Reserve in Store program nationally and we couldn’t be more excited.

We talk all the time about innovation and creativity, while keeping the customer in mind first and foremost. This is one way we can really connect the online world to our brick-and-mortar stores, creating a seamless, immediate and personal shopping experience.

We think it’s an easy way for busy shoppers to save time throughout the month of December as they cross items off their holiday lists and deal with ever-growing mall crowds.

Building on the successful pilot program launched this summer, Gap rolled out Reserve in Store to more than 200 stores in 15 major U.S. markets just before Thanksgiving, and Banana Republic expanded the program to all of its U.S. stores. 

 “It saves time for our customers,” said Tom Sands, executive vice president, Gap North America. “Our customer knows her item will be there, waiting for her. It’s just one more way for customers to connect with our brand and stores.”

The premise is simple: a customer shopping online is able to virtually locate items in store (based on our current find-in-store technology) and if they choose, they can reserve them at a nearby location for pickup with the click of a button.

It’s like having your own personal shopper, there in the store.

“Buying clothes is such a personal experience.  Customers want to know how a product fits, and they want to touch and feel the fabric,” said Roy Hunt, SVP of Global Stores and Operations. “With Reserve in Store, customers get the best of both worlds – they can browse online at their convenience, and then set aside particular items to try on in the store.  We’re also happy to see that customers are often inspired by other items once they’re in our stores, and end up walking out with entire outfits based on the initial item they reserved.”

We hope it becomes a service that gives our customers peace of mind, knowing that the item they covet will be there waiting for them. We also hope it’s a service that will separate us from our competition.