To get more shoppers inside Gap, we added some inspiration to the incentive.
Before teaming up with us, Gap’s direct mail was very … direct. It was all offer, all the time, and ultimately proved to be ineffective.
That didn’t come as a surprise to us. We knew that, while shoppers love a great deal, what they love even more is a great outfit.
That simple insight led to The Offer They Can’t Refuse strategy. Incentives work, but not without inspiration. So we flipped the hierarchy of the message and reminded shoppers why they loved Gap to begin with (the clothes) and then sealed the deal with a great offer.
To ensure the campaign had a lasting and real impact, we utilized Gap’s segmenting data to confidently select which outfit would be featured for each target audience.
A double digit increase in redemption and more opportunities with other groups in the Gap family.
We flipped the hierarchy of the message and reminded shoppers why they loved Gap.”