Gap Inc. Ups Holiday Omnichannel Game with New Gifting Service

Gap Inc. is adding a new wrinkle to the customer experience this holiday season, with a tool that allows recipients to customize their gift from Banana Republic or Athleta and have it sent to their home, or opt for another gift entirely.

Called GiftNow, the technology from Loop Commerce lets gift buyers select an item online from either store’s site, and have it sent to the recipient via email, either right away or on a selected day. The email includes gift details and gives the recipient the opportunity to select color, size, style and shipping address, or exchange it for something else.

Other major retailers offering the GiftNow service include Macy’s, Target, Neiman Marcus, Saks Fifth Avenue and Coach.

Gap Inc. is also offering a twist on the traditional gift card, which comes pre-loaded with a dollar amount. The GiftNow card, available at select Athleta stores beginning Nov. 16, lets shoppers pick out a gift item with help from a store associate and load it onto a physical card. Like the GiftNow online experience, card recipients can go to the store’s site and customize their gift, or order another item, and have it sent to them.

GiftNow will also be piloted at 10 Athleta stores beginning Nov. 16, with associates helping shoppers pick out the gift, load the card and send it to the recipient. The stores are located in Lone Tree, CO; Lynnwood, MA; Charlotte, NC; King of Prussia, PA; Minnetonka, MN; Corte Madera, CA; Oak Brook, IL; Palo Alto, CA; Victor, NY; and Wauwatosa, WI.

“We’re excited to add the GiftNow service to and, and be the first brand to work with Loop Commerce on a connected experience by also offering the GiftNow Card in select Athleta stores,” said Noam Paransky, SVP of Digital at Gap Inc. in a blog post. “We believe this new personalized gifting service will provide our customers an easy way to do their holiday shopping both online and in-store.”

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