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Gap offers personalized location-based deals via SMS program

November 9, 2011

Gap Inc. is expanding its Gap Mobile4U program to deliver personalized real-time location-based discounts for the holidays and throughout the year.

The company is working with Visa on the mobile initiative. In addition to its Gap Mobile4U program, Gap is also delivering offers and promotions for Banana Republic and Old Navy.

“Gap Inc. brands have been exploring new and innovative ways to leverage consumers’ favorite technology accessories, smart phones and tablets, to bring them fun, interesting and new ways to shop,” said Liz Nunan, spokeswoman for Gap Inc., San Francisco.

“We’re excited to be partnering with Visa to bring innovative shopping experiences to our customers,” she said. “We know our customers love to discover the latest fashion trends and deals and Gap Mobile4U, BR mobile 4U, and Old Navy 4U all enable them to do just that.”

Gap Inc. is a global specialty retailer offering clothing, accessories, and personal care products for men, women, children, and babies under the Gap, Banana Republic, Old Navy, Piperlime and Athleta brands. 

Tailored experiences
Consumers can opt-in to the service to receive tailored discounts and promotions via SMS when qualifying transactions are made with enrolled Visa accounts.

The discounts and promotions are sent directly to consumers’ mobile devices.

Customers can redeem the offers by presenting the text message at select Gap, Banana Republic and Old Navy stores.

Users can sign up to receive offers from the Gap, Banana Republic and Old Navy by going to

“Partnering with a credit card company like Visa  provides us insight into our enrolled consumers that we have never had in the past,” Ms. Nunan said.

“This allows us to improve the targeting of our promotional programs, timing of communications and allowed us to tailor offers to Gap, Old Navy and Banana Republic customers,” she said.

Mcommerce stride
Gap has been ramping up its mobile commerce strategy in the past year.

In September the Gap promoted its new fall collection and engaged television fans via a new mobile incentive that rewarded users when they checked in to their favorite shows.

The company signed on as the first major retail partner for the Entertainment Weekly and GetGlue Ultimate Fall TV promotion.

When users checked in to Entertainment Weekly’s curated lists for GetGlue, they become eligible to receive EW fall TV fan stickers. Once a user earned one of four stickers available – Walk-On, Sidekick, Star and Showrunner – they learned how to receive a bonus reward of 40 percent off of one regularly priced item at participating Gap stores (see story).

Additionally, earlier this year, the company launched a new mobile-optimized shopping experience for iPhone and Android devices.

“Gap Inc.’s new and improved mobile-optimized shopping experience for iPhone and Android make it easy for mobile shoppers to have a seamless, shopping experience wherever they are,” Ms. Nunan said.

“Gap Inc. is committed to bringing convenient real-time access to our customers and our partnership with Visa is another example of how we are providing value and exclusive content to shoppers on the go,” she said.

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York

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

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2 Responses to “Gap offers personalized location-based deals via SMS program”

  1. Jim Washok Says:

    The headline is misleading. While the article barely touched on personalized texts based on certain product purchases, there was nothing in this article related to location-specific messaging. If broadcasts really were received based on actual position of consumers at time of broadcast, say within a 10-mile geofence radius of GAP stores, that would be good to know.

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