Mobile Digital Terminal + Entity Store GAP Is In Progress.

Recently, Gap is pushing ahead with a new retail mode of 3.

Wu Xiumei told reporters that in 1969, Gap was founded in San Francisco, and the founder did not find a suitable pair of jeans in the department store. Because of such consumer demand, Gap opened the first store selling jeans and records. Before that, the United States did not have a large brand store to provide casual clothes for consumers, while Gap could make consumers buy one-stop shopping for family clothing, including men's and women's clothing and infant clothing, which had a very clear position, which is the beginning of retail 1.

In early 2000, like many retailers, Gap saw consumers' demand for "fast" fashion and launched the retail 2 strategy, that is, using a stronger supply chain to make quick replenishment and satisfy the needs of consumers with a wealth of products. This is also what many fast fashion brands are doing now.

Now, Gap has already launched the sales mode of "reserve in stores", "store from (ship from stores)", "store order, delivery to home (order in stores)" in its stores in the United States, Wu Xiumei told reporters that the Chinese team will learn from the US headquarters, and the relevant practices may be attempted in its Chinese stores.

In six years, Wu Xiumei witnessed.

Rapid development in China

In understanding, retail 3 is generated by the excellent entity strategy and the emerging mobile digital end shopping trend.

The consumer scenario is that consumers use more mobile phones, get information from social media or e-commerce channels before deciding whether to shop or shop.

Gap will make adjustments accordingly, especially to strengthen online and offline business integration, so that consumers can buy clothes most quickly and conveniently, get the most satisfying shopping experience, and give consumers different attempts.

Wu Xiumei told reporters that through online and offline coordination,

It will provide consumers with a full channel experience. The highest level of all channels should be seamless. Consumers do not need to know whether goods are sent from stores, warehouses or electricity providers.

Since November 2014, Gap has tried some experimental full channel practices in China.

For example, testing different kinds of digital devices in the store to see the degree of acceptance and usage of consumers.

It includes a smart display in flagship store in Shanghai, where consumers can buy goods on the screen, pay by mobile phone, pick up goods in the store or send them directly to the home.

This brings two advantages. First, it can solve many problems of hot sales shortage, retain consumers, drive sales of related products, and also meet the needs of some consumers in large quantities.