| Title | Gap+ Denim Addict |
| Agency |
Havas CX helia
|
| Campaign |
GAP+
|
| Advertiser |
Gap Inc.
|
| Brand |
Gap
|
| Date of First Broadcast/Publication |
2018
|
| Business Sector | Apparel & Accessories Stores
|
| Tagline | Denim Addict |
| Story | Denim is a huge part of Gap’s heritage – and even in today’s UK market, it remains our 5th most popular jeans store. We used the enduring popularity of these high-value items as a hook to drive our European shoppers in store and increase spend. We developed Denim Addict – a dedicated loyalty card in the Rewards section of the app that records when you buy a piece of denim. For every pair of jeans purchased, you get a digital stamp to add to your in-app collector card. And, when you get to five stamps, you get your sixth pair of jeans for free. |
| Philosophy | It’s no secret that Gap gives customers generous discounts, but over time they wanted to provide more tailored experiences and move away from deep blanket discounts. The Gap+ loyalty app has provided the vehicle for Gap to better understand their customers, their shopping behaviour and preference. It has enabled more relevant and timely personalised communications, which has led to more meaningful connections. As a result, it has quickly grown to almost 1 million members across the UK, France and Italy. |
| Problem | Denim is a huge part of Gap’s heritage – and even in today’s UK market, it remains our 5th most popular jeans store. We used the enduring popularity of these high-value items as a hook to drive our European shoppers in store and increase spend. We developed Denim Addict – a secret(ish) section in the app that records when you buy a piece of denim. For every pair of jeans purchased, you get a digital stamp to add to your in-app collector card. And, when you get to five stamps, you get your sixth pair of jeans for free. |
| Result | Denim Addict has generated over £1m revenue from 44,600 denim items purchased in the scheme – producing an ROI of £33.45 per member on a cost of 43p on denim sales alone. Denim Addicts members spent an average of £14.38 more than solely Gap+ app users. Even on free jeans redemption store visits, 44% purchased additional items. |
| Media Type |
Case Study
|
| Market | France, Italy |
