This week Gap Inc. Brands implemented an umbrella website and checkout process across all four of their stores: Gap, Banana Republic, Old Navy, and Piperlime. With it, they implemented a new flat rate shipping service of $7 and free returns on all orders.
Halleluia! I think this was an incredible, competitive move for Gap Inc. It was no doubt a huge investment to change all four websites, overhaul the checkout process, and implement the supporting processes in their warehouses. And, it’s no doubt they are taking some risk with the $7 flat rate shipping and free returns, but, I do believe there is also no doubt that this strategic move will result in a significant increase to their on-line orders.
It will most definitely change my buying habits with all four stores. Especially for kids shopping, I will love being able to combine orders across Gap Kids, Baby Gap, Old Navy, and Piperlime all for one flat rate shipping fee. But, you can bet I’ll still be watching for those Free Shipping offers that will roll around occasionally too!
I suspect this move will also cause other on-line shopping meccas that compete with Gap Inc. Brands to reconsider their shipping rates as well in order stay competitive (did I say….”Thank you Gap!”). My new Shipping motto is Flat Rate or Free! I really hate being surprised by shipping at the end of any on-line transaction (Surprise-Free Shipping is a standard expectation on Loobalee.com).
As for some of the details: As a Banana Republic Luxe or Gap Silver Card holder, you will continue to receive free shipping with the added bonus of free returns. Gap, Banana Republic, and Old Navy card holders will continue to receive free shipping on orders over $100, and because of the combined checkout process you only need to hold one of the cards to apply this benefit to all stores.
There are some nuances with Piperlime: Orders with only Piperlime products will continue to ship free, and while Gap, Banana Republic, and Old Navy orders are fulfilled from the same warehouse and shipped together, Piperlime orders will continue to be shipped separately.
But who cares about the details! I’m off to go “4-in-1″ Shopping!
— Suzanne Rielle, Co-Founder, Loobalee.com
