News : Gap Inc. Sees Customer Experience and Omnichannel as Growth Drivers
San Francisco, CA, USA, Feb 27, 2015 -- Gap Inc. is bridging the gap between physical and digital with a three-fold corporate focus, articulated by CEO Art Peck, his first since taking over that role on Feb. 1.
First up, product is "absolutely critical to us," said Peck. He noted that product also includes responsive supply chain capabilities, seamless inventory capabilities, fabric platforming and design.
As part of the focus on product, Wendi Goldman will become the Gap brand's design leader with a new title, EVP of Product Design and Development, on March 16.
Goldman, most recently Chief Product Officer for the now-closing C. Wonder, replaces Rebekka Bay, who exited during the recent C-Suite shake-up.
A key focus across the company, he added, is creating a seamless customer experience using digital as the glue.
"It's the omnichannel—the physical and the digital experience and how all of that comes together," Peck commented. "I am excited about that because today the digital expression of our brand is the primary way that our customers engage in our brands. And if you look at our traffic, the bulk of our traffic is coming into our digital properties."
As part of refocusing the company's strategy, Peck last month eliminated the global CMO role to bring together the traditional marketing function and its digital business. As part of the reorganization, Scott Key was named the company’s first Global Head of Customer Experience.
Key is charged with creating a seamless customer and brand experience, from digital to store to home, and to scaling such innovations as Gap's Order in Store feature to its sister brands.
"We are testing mobile POS right now as we push our POS to a cloud-based POS that brings all of our web services in," Peck said.
It's not just about better enabling transactions online and in-store for greater efficiency, he emphasized, but about creating an experience the elevates the shopping experience and reinforces each brand."
The company's other major focus is global growth, particularly in China and Japan. "We are committed to continuing to build out our global structure and to put out consistent product appropriate to our brands and on-trend, season after season," said Peck.
As part of its long-term global growth strategy, Gap added 39 new stores (including Old Navy) in greater China during fiscal year 2014, and plans to open another 40 new stores in the market during fiscal year 2015.
Posted by Veronica Silva Cusi, news correspondent
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