Gap to Test Online Ordering Inside Its Stores

by Christopher Freeburn | April 18, 2014 10:45 am

Gap (GPS[1]) says it plans to launch a new service that will allow customers to order products from its online catalog[2] from inside some Gap brick-and-mortar locations.

The Gap[3]The new order-in-store program will begin later this year. By adding the online in-store orders, Gap is hoping to better integrate e-commerce and brick-and-mortar operations — a strategy called “omnichannel” sales, Dow Jones notes.

Gap has already introduced a reserve-in-store service that allows shoppers to reserve products through mobile and online platforms at certain Banana Republic and Gap Stores. GPS indicated that it plans to roll out the reserve-in-store program to all U.S. locations during the second quarter.

In Friday morning trading, GPS shares fell more than 1%. GPS stock closed at $39 a share on Thursday.

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