Gap - Use Case - Comapi

GAP – Accelerating Adoption

Helping GAP to transition communications to a mobile-first channel to improve engagement,

accelerate app adoption and drive increased revenue through both online and instore sales

Business requirement

GAP Inc. is one of the world’s most iconic clothing and accessories brands anchored in American casual style, offering clothing, accessories and personal care products for men, women and children. The European division engage with customers through multiple marketing channels with email as the primary channel. However, with ever decreasing read rates and the increasing adoption of smart phones, a more relevant method to access the mobile channel was required. GAP had a clear business requirement to enhance their mobile offering and engage with customers is a new and exciting format. The choice was to build a loyalty app, which would be used to drive specific and unique communications, through this channel only, therefore providing a compelling reason for customers to download the app and therefore create a constant presence on a customer’s mobile device.

Results

50% read rate

46% app engagement and retention, in comparison to 10% industry standard

High adoption rates exceeding download targets

Increased offer redemption instore, as a direct result of loyalty app communications

Business objectives

  • Create static presence and brand asset within a customer’s mobile device
  • Provide a compelling reason to download the app – Loyalty only coms/offers, to drive adoption
  • Communications that drive both online activity but also motivate customers to visit instore, leveraging cross sell /upsell opportunities
  • To have a communication channel that delivers a higher return than email
  • To maintain and grow an active mobile audience
  • A solution that could be rolled out across Europe, in stages, based on adoption criteria being met

Technical objectives

  • Source a platform that could register and create a user profile that spanned all device types and platforms (native and web)
  • Create a communication channel within the mobile product. Gap required a way to deliver targeted communications into the app whilst still being able to leverage their existing marketing and email platforms and resources to both create the html content and help execute the workflows. Using a completely new system that did not link to their existing systems, for both sending content and capturing results/data would increase complexity, cost and potentially undermine the overall business case
  • A communication channel that could do more than just send push notifications
  • A way to communicate into the app in non-intrusive manner, even when the customer turns off notifications
  • An additional requirement to verify new users or new devices added to an account via mobile phone number and use of a one-time passcode for two-factor authentication

Solution delivery

Business systems configured through API integration

GAP business systems configured to the Comapi platform via integration APIs. App integration is via web services

User registration

At app user registration, form filled meta data is passed via the Comapi API to a sequel database and a GAP+ ID is issued. This ID is used to tie multiple devices together under a single user profile within the app eco system

Unique identifier

The email address, also captured at registration, is used as the common data field, to link the application identification to GAP’s existing business systems

Campaign segmentation

Segmentation groups are defined with the GAP marketing platform and passed into the Comapi platform via secure FTP using Excel CSV format files used to drive campaigns out of Comapi’s Broadcast tool

Call to actions and offers

Call to actions are clear in messaging content. Customers redeem offers instore on presentation of the app on their mobile device. A combination of reason code and GAP ID is processed through GAP’s in store EPOS

Device transfer and activation

Device transfer or additional device activation, is attached to a registered user profile within Comapi’s platform. A “four-digit, one-time code” is sent to the registered mobile number on the account from the Comapi SMS verification service. This code must be entered into the app, authenticating the registration process via API. SMS routes are provided in multiple European territories

Functionality overview

Flexible integration via API and secure FTP options for manual and semi-automated file transfer

Comapi inbox provided in app and web to replace email as the preferred mobile channel

Push notifications are strategically used in app and web, to draw attention and boost engagement rates

Two-factor authentication delivered within five seconds of API call for security verification

Multi-platform coverage with a simple user-centric device registration process to capture existing customer ID info (email)

Responsive rich message content built from within the SaaS platform or imported from external source

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