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Mind the Gap: Retailer Fashions Brand Resurgence

December 6, 2012
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In the latter half of the 1990s, Sharon Stone topped best-dressed lists not once, but twice for her unorthodox pairing of a casual Gap top with a designer skirt at the Oscars. Nearly 15 years have elapsed since then — years that saw Gap's fashion fizzle and its marketing lose relevance. But early signs indicate the brand may finally retake its position as the arbiter of casually cool, classically American style. That is, if it wins the next few weeks, which, while important for any retailer, will be particularly telling for Gap....

 

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GAP Postagram Holiday Promotion
Gap Gives Away 1M Holiday Postcards to Facebook Fans
December 3, 2012 From The Realtime Report

Last week the Gap announced a social media promotion for the holidays: the brand's Facebook fans can send their own photos as real, printed postcards to their Facebook friends for free. Gap is the first brand to use startup Sincerely's new "brand-centric service" Postagram Direct, which launched last week. Gap's Facebook fans can each send up to two free postcards, which are delivered with a pop-out square photo and the user's message. The cards usually cost 99 cents each, but Gap is giving away up to 1 million free postcards through the end of the holidays.

 
George Burciaga, Elevate Digital
How to Reach Nonsmartphone Users With Interactive Technology
November 26, 2012 From ROI Report
It's official: more than half of Americans now own smartphones. The truth is, most of us probably would have guessed this figure to be much higher. The percentage is certainly growing, however, presenting a number of opportunities for retailers to engage with consumers on an individual basis and when they're most likely to purchase. But consider the flip side: slightly less than half of America, or about 155 million people, is still without smartphones. Instead of leaving them in the dust by focusing exclusively on mobile-only campaigns, retailers should seize the opportunity to close the gap by engaging both audiences where it matters most — at the point of sale.
 

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