Competitor Analysis_Estore Gap.com

Competitor Analysis : 

Competitor Analysis Gap.com : 5 shops-1 check out model Prepared by : Hai Anh TO

Gap.com overview: 

Gap.com overview Gap : Clothes for women, men, maternity, baby and kids Old Navy: Women, Men, Maternity, Baby and Kid clothing Banana Repubic : Apparel, Handbags, Shoes and Accessories for Women and Men Athleta : Outfit Women for Sport Pipelime : Shoes, handbags, apparel and jewelry (Newest and online-only brand) Gap.com is a 5 stores – 1 low flat shipping website

Gap.com performance: 

Gap.com performance Attracted over 18 million visitors annually (2008) E-commerce pioneer in the industry. Long before other companies even started to consider about e-commerce, Gap began developing its online strategy. Consistently reinvented itself several times by introducing new brands ( Athela and Piperlime ) and innovating merchandising.

Market segmentation strategy: : 

Market segmentation strategy: Gap segmented each brand to represent a unique image, and catered to a distinct demographic . Gap: middle-class of college-age, teens and 25 to 35 year-olds / basic, casual styles Banana Republic: Older and more affluent consumers / more stylized products Old Navy: Families, bargain-minded consumers / fashionable, value-oriented clothing at lower price Athleta : For modern and active women/premier and sophisticated

Competitive advantage : ''EASIER AND EASIER”: : 

Competitive advantage : ''EASIER AND EASIER”: Broader range of sizes and products than retail locations : some special items that are not available in stores ( ie extra-large pants sizes pants). Integrated technology to enhance customer experience : helps shoppers have a good idea of how Gap clothes fit Retention of customer preference : Wish lists

Website design / Usability features : Gap : 

Website design / Usability features : Gap All brands has the same and standardized front page design Easy to find the subscribing field 1 brand also link to and promote for other brands Flash banner promoting for GapCard

Website design / Usability features : Bestseller : 

Website design / Usability features : Bestseller Different front page designs that change regularly for each brand  avoid boringness More sophisticated and professional design: fit to targeted customers and market Teaser : summarizing the new updates of other brands  attract customers ‘attention. Not so “outstanding” subscribing field

Harvesting email : Gap.com : 

Harvesting email : Gap.com Easy to find the Sign-up box . Special offer for subscribers is clearly indicated Subscribing consist of some steps, but easy and simple

Harvesting email : Gap.com: 

Harvesting email : Gap.com Customers-oriented sense: offer special gifts/ discount for birthdays

Harvesting email : Gap.com: 

Harvesting email : Gap.com Tailored messages to customers’ specific interest. One sign up for all brands

Harvesting email : Gap.com: 

Harvesting email : Gap.com Encouraging memberships : Receive direct offer just after registering , registered members have obvious greater benefits compared to non-registered members

Harvesting email : Bestseller: 

Harvesting email : Bestseller One-step-only subscription Sign up for each shop separately. No offer when signing up

Email campaigns: 

Email campaigns Plain text version comes alone Short (1-3 days) and long-term offers rather than promoting new products Variable offers : free shipping, % off, off with membership card… Short subject lines - Chic Summer Dresses, Starting at $25 Last day to save up 40% The hot 10 summer top dress Messages go to inbox , not to Spam

Email campaigns: 

Email campaigns Simple and standard design template for all brands, regardless the message content Bottom banner: Link to social network, Logo of other brands… 2 times scrolling-down

Good about GAP : 

Good about GAP Variety of offers and promotions program  encourage customers Customer retention : Membership with exclusive benefits. GapCard offer an easy way to shop. Quick page loading , no over-use of flash and motion effects Website is user-friendly good search tool, signing – up is simple, easy Strategically cooperate with trusted and well-known partner to offer greater service, maximize convenience, increase website reliability (VISA) and reputation ( Youtube , Facebook , Twitter)

Recommendations for Bestseller: 

Recommendations for Bestseller More customer-focused strategy: Customers should feel they are appreciated, cared and supported when shopping in our store. Introducing more promotions and offers . Offer do not need to be at high value, but should make customers feel excited that they get a special deal when buying Design of newsletter : simple , and professional. Increase customers retention and loyalty : Subscribers should receive distinctive benefits compared to non-subscribers. That should be advertized on front page. Reducing loading time Trying short –term offers ( 1 to 3 days just like Old Navy is doing) In a long term: Strategic cooperation with well-known partners and social network