GAP: Turning shopping on its head

Isn’t this brilliant? I thought so. It’s from a few months back now but no they aren’t a client, lets get that out of the way first.

To announce and promote their customer loyalty programme Sprize, the GAP store in Vancouver, BC completely flipped everything upside down and adhering to their tagline rather nicely of turning shopping on its head. This I like. So all of the mannequins, displays and signs were flipped, as well as some cars and a hot dog stand outside of the store. Brilliant.

It seems to me like a clever customer retention tool and keeping those existing customers happy. I think its only open in Canada at the moment but they can sign up for a free Sprize account at participating Gap stores for an opportunity to collect SprizeMoney. Put simply, if you buy a shirt at £25 and within 45 days it goes down in price then you get credited to your account the difference. Now that's something I’d sign up to for sure. Isn’t it annoying when you buy something full price for it to be discounted some weeks later?

This is smart because the idea / hope is that people will return to GAP more often to see what they can get for their Sprizemoney and undoubtedly pick up a few more purchases than they had intended. Potentially increasing footfall and volume of purchases.

Since there’s no cost to signup its pretty much no risk for the customer. Thus, Gap will be making a return customer out of any new customer, while keeping loyal customers happy.

Nice.

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