Gap Inc.

November 7, 2017

It’s a classic dilemma: you’re gift shopping, you found something for someone on your list, but you don’t know their size or what color they’d prefer, or even where to send it (what is your college roommate’s latest address?!). A gift card is great, but you really want her to know you picked something just for her. Banana Republic and Athleta are out to solve your gift-giving woes this season, and starting this week, they’re giving customers a whole new way to gift.

In partnership with Loop Commerce, both and will go live with GiftNow - technology and service that allows you to select a specific item and send it online. The gift can be delivered either right away for those true last minute needs or scheduled ahead of time whenever that special occasion will be. The recipient receives an email with the gift details and has the opportunity to select their preferred color, size and shipping address - or exchange it for something else entirely before the gift is sent.

In addition to being able to shop for gifts online, Athleta will also be the first retailer to bring the GiftNow experience in-store with the new GiftNow Card coming to 10 Athleta stores* starting the week of November 13. The GiftNow Card allows shoppers to easily buy any product as a gift, and for gift receivers to redeem their card online for a specific product rather a dollar amount.

The in-store process is simple: A customer selects a gift for someone in-store, and with an associate’s help, that gift is virtually loaded to an Athleta GiftNow Card. After receiving their gift, the recipient visits the URL on their GiftNow Card to view their gift accept it, customize or exchange it altogether based on their needs and preferences, and ships it straight to their preferred address.

“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, SVP Digital at Gap Inc. "We believe this new personalized gifting service will provide our customers an easy way to do their holiday shopping both online and in-store.”

“Athleta stores are designed to be places where shoppers can find exactly what they need, and offering the GiftNow Card at ten stores across the country this holiday season is a new way for shoppers to pick out the perfect gift,” said Susan Goss Brown, VP of Stores and Operations, Athleta.

Check out the experience below:


Customers can purchase the Athleta-branded GiftNow Card at the store, where an associate will link it to a selected product as part of the purchase. They’ll go home with this Athleta-branded GiftNow card to give as a physical, thoughtful and flexible gift .

When the special day arrives, the recipient will open their card with instructions on how to redeem. From there, they’ll select the color, size and shipping address they prefer.


Find an item you want to gift, and click the new “GiftNow” button on the product page to buy and checkout as a gift.

Then, provide the recipient’s name and email, your special message, and select what day you want them to receive the gift. Customers can gift the item(s) immediately, or wait to deliver it on a birthday or holiday.

When the recipient receives the email, they’ll be prompted to select the color and size they love most. If they want something else, they also have the option to exchange it.

Visit and to shop for everyone on your list in a whole new way. Happy Gift Giving.

*Participating Athleta stores: Park Meadows, Market St. Lynnfield, SouthPark Mall, King of Prussia, Ridgedale, Town Center at Corte Madera, Oakbrook, Town & Country Village, Eastview Mall and Mayfair.


Related Articles