Gap adds BOPIS at two more brands

Dan Berthiaume
Senior Editor, Technology
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customer at checkout

Shoppers at Gap Inc. banners Banana Republic and Athleta have a new omnichannel fulfillment option.

Timed for the arrival of peak holiday shopping season, Banana Republic and Athleta are both launching an buy-online-pickup-in-store service at all U.S. stores. Gap previously introduced BOPIS functionality at its Old Navy banner in summer 2018. 

Utilizing the new service, a customer can check inventory at a local Banana Republic or Athleta store, buy items online, and pick up the purchase within five days, without worrying about shipping. Order updates can be sent by text or email. According to Gap, store teams who participated in the pilot reported add-on sales when customers came into to pick up their orders, adding to the ROI of the effort.

Customers can now use BOPIS at Athleta and Banana Republic. The online BOPIS experience folds seamlessly into the current cross-brand shopping experience at all three e-commerce sites, which enables customers to make purchases using one shopping cart and one checkout. 

“In a competitive retail environment, it’s more important than ever to meet the customers wherever and however they like to shop,” said Steve Peters, senior VP of Banana Republic Global Stores. “We’re very excited to add BOPIS to the options for purchase and pickup together with Athleta to make it easier for busy customers to be in and out and on their way.”