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Gap increases in-store traffic via mobile initiative for 1969 collection

August 29, 2011

Gap is driving consumers to its locations through mobile promotions for its Los Angeles 1969 collection that help fashion-savvy shoppers find the perfect denim for any occasion. 

The company is running mobile banner ads through Google’s AdMob. The ad, which redirects consumers to a mobile landing page, helps drive awareness and engagement.

“Having a mobile landing page to promote a new brand is a good idea for any company,” said Marci Troutman, CEO of Siteminis, Atlanta.

“Allowing the customers to click to the store locator from the landing page is also a good idea, as it allows the customers to view the promoted product and then quickly find a location to purchase versus going to the app or mobile Web search for the store locator, it is instead at a click of a button or link connected to the ad,” she said.

Ms. Troutman is not affiliated with the Gap. She commented based on her expertise on the subject.

Gap did not respond to press inquiries. 

In-store traffic
The mobile banner ad reads “Gap 1969: LA and Beyond.”

When consumers click on the banner ad, they are redirected to a mobile landing page where they can view a photo gallery of the Los Angeles 1969 collection.

Additionally, there is a store locator feature that helps consumers find the nearest location where they can try on the jeans to find their perfect fit, as well as see what other products Gap has.

Running a mobile campaign such as this helps Gap highlight its products. The company can also engage with consumers on their smartphone devices.

Additionally, making sure that the redirect landing page is mobile-optimized is key. It helps keep that seamless experience for the user.

“Since there are more than 80 percent of users with mobile phones that have access to a mobile Web browser, I would say it’s pretty important to have a mobile-optimized presence,” Ms. Troutman said.

Mobile endeavors
This is not Gap’s first foray into mobile – the company has done a lot in the mobile space.

Recently, Gap bolstered its mobile presence by placing mobile bar codes on its static ad in Glamour magazine and offering consumers a discount when they scan the tag.

The company is among several retailers who are playing SpyderLynk tags on their advertisements within Glamour’s September issue. Readers can download the Glamour Friends & Fans app in Apple’s App Store for free to participate (see story).

Additionally, in celebration of the launch of its new 1969 Premium Jeans that were “Born to Fit,” Gap encouraged fans to declare what they were born to wear via its StyleMixer iPhone application (see story).

“As phones get smarter, and more players are jumping into the game, mobile advertising will become more prevalent,” Ms. Troutman said.

“Brands know where to reach their customers, and it’s on the mobile, I believe it has and will continue to be the next arm of advertising, and customers will start to expect advertising on their mobile just as they expect it will happen on the PC,” she said.

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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