Gap Europe: Personalised style advice from the Gap 'Gap+' app

This case study describes a loyalty app created by fashion retailer Gap in Europe, which moved customers away from blanket discounts by offering highly personalised communications.

Gap Europe: Personalised style advice from the Gap 'Gap+' app

Agency: Havas helia

Create a loyalty scheme that moves customers away from blanket discounts. The scheme was to be highly personalised and scalable across Gap's European market, with the scope to serve real-time triggered unique offers based on the person and where they are.

Strategy

Gap gives its customers generous discounts and didn't want to introduce a new scheme that would have an impact on this.

But they still needed something engaging. So members got a bonus 5% off on top of all other discounts.

In return Gap, for the...

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