Imagine walking into a Gap store and having an associate check the inventory for the item you want, open up a credit card, or sell you your new jeans….all without waiting in line. Creating the right shopping experiences that customers love is something we’re thinking about every single day across our portfolio of brands, and these scenarios are becoming a reality for many Gap Inc. customers.
Investing more in customer experiences and new innovations is a top priority for us. And, when we talk about innovation, we don’t just mean ecommerce and mobile experiences – we’re also talking about our stores. We’re thinking about how to bring to life new initiatives and conveniences that will be the most valuable for our customers.
One of those initiatives is investing in mobile devices for our stores, which places a wealth of information right in the palms of our sales associates’ hands. In today’s earnings press release, we shared that mobile point of sale functionality was expanded to about 20 percent of the Gap Inc. U.S. fleet in fiscal year 2016. By equipping our sales associates with these devices, it fundamentally changes the interactions between our customers and our associates – with a swipe of the finger, associates can check on the availability of items, point shoppers to a nearby location if they don’t have exactly what they want in store, utilize Reserve in Store and Order in Store, and more – this can all be done quickly so customers can get what they need and get on with their day.
These mobile devices are currently in around 2,000 stores across the country, and now over 450 stores can conduct mobile checkout transactions. This means shoppers at select U.S. Gap, Gap Factory, Banana Republic, Banana Republic Factory, Old Navy and every one of our 130 Athleta stores can look forward to quick transactions with no need to wait in line.
This investment will also change how we approach the design of our stores. In some locations, this could mean fewer registers with more space to shop. So far, the change to mobile checkout has been positively received by customers, and we’re excited to continue to roll out to more stores in 2017.