2016 Bronze Best Loyalty or CRM Programme

Agency Havas helia

Client Gap Europe

Campaign summary

Personalised style advice from the Gap ‘Gap+’ app

Campaign overview

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 first time, would be able to identify its customers, who the high frequency customers were, and what they were buying.

The data not only allowed Gap to ensure that these customers return to the store, but also helps the brand understand the patterns of behaviour that could inform product, pricing and stocking decisions.

Gap recruited active customers, so recruitment for the scheme was focused in-store, with supplementary activity taking place using Gap’s email programme. Through early analysis, they saw the in-store recruits being significantly more valuable than recruits from any other channel.

Creativity

To move Gap customers’ behaviours away from blanket discounts, it needed to become relevant.

Gap+, the contextual, commerce loyalty programme, was born. At the heart of Gap+ is an app that learns as you shop. Every visit, interaction or purchase adds to the customer’s profile resulting in personalised engagements and ‘fashion’ moments, from offers and product films based on past purchases or style preferences to individualised feeds of inspirational style guides and look-book imagery.

Aside from providing access to Gap’s entire clothing range, it also showcases key pieces styled by a mix of bloggers, musicians, artists and ‘style icons’. This content, coupled with relevant messaging and notifications, has resulted in Gap+ customers putting 1.23 more units into their shopping basket than non-Gap+ customers.

Results

Thousands of Gap customers have enrolled, so for the first time the company can understand their frequency and weight of purchase as well as the product mix they are buying.

The campaign increased the frequency of visits. With Gap+ members there is a second visit within 37 days compared to non-members who visit on average once every 107 days.

There has been an increase in customer value, with Gap+ members spending substantially more than non-members.

The results demonstrate that being able to understand and respond to the behaviour of members with highly relevant fashion suggestions focusing on the most recent designs and rewarding their loyalty through additional benefits has delivered a dramatic increase in frequency and weight of purchase.

Team

Ben Braiden (Client Partner) • Ian Fooks (Experience Lead) • Tristan Pride (Creative Director) • Matthew Fitzsimons (Strategy & Innovation Director) • Georgina Perkins (Managing Partner) • Bryony Dearman (Data Marketing Manager) • Lisa Urban-Smith (Data Marketing Manager) • Kelly Haydon (SQL Data Insight Analyst) • Jon McWee (Digital Design Lead) • Matt Beard (Web Developer) • John Pain (SQL Data Insight Analyst) • Toby Wort (Senior Data Engineer) • Richard Law (Developer) • Kathryn Ratcliffe (Systems Analyst) • Michael Sloman (Senior Data Marketing Manager) • Andrew Ellis (Senior Manager - Europe CRM) • Simon Tang (Associate Manager- Europe CRM) • Ben Wittmann (Senior Director- Marketing) • Ashley Avinou (CRM Marketing Associate- Europe)

Contributors

Intellectsoft Group (Smart phone app)