The Gap Expands Service Into Same-Day Delivery

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Through a delivery test that seems to liken it more to being a pizzeria or Chinese restaurant, casual retailer Gap is testing a same-day delivery service through 1-877-Gap-To-Go in New York and the Hamptons.

With calls routed to a centralized Manhattan office and answered by a live agent, the program is providing Gap with a convenience driven point of difference. Actual menus featuring clothing wear for men and women are issued in-store and changed every four to six weeks.

The company would not disclose what level of call volume the test has generated. The program prompts customers to call in or fax orders, through 1-877Gap-2-Fax, or to place orders through the web at Orders are processed for delivery within a one or two hour service time and are handled by a third-party courier service.

"We like to think of Gap as easy and this is as easy as it gets," said Michael McCadden, executive vice president, marketing for the San Francisco-based retailer.

The company would not disclose what level of information might be used for tracking the success of the service and just how the company may use customer names. Orders are accepted with payment by either American Expresss, Discover, Master Card or Visa.

Gap got word out on the offer through in-store greeters throughout its 27 Manhattan stores and Bridge Hampton store. Greeters that donned bicycle helmets to kick off the summer-long program which started June 9. The test that may lead to other markets based on results, the company said in a prepared statement.

The current menu features about 20 items ranging from t-shirts and hooded sweatshirts to boxers and backpacks.

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