Mobile Commerce Daily is now Retail Dive: Mobile Commerce! Click here to learn more!

Gap drives in-store traffic with incentivized location-based mobile ads

The mobile ads are running within Pandora’s iPhone application. Gap has used mobile advertising in the past to not only increase sales, but also engage consumers on their mobile device.

“The ‘SALE’ message in the Gap’s campaign is a little general – a more specific call to action would likely convert better to engagement,” said Simon Buckingham, CEO of Appitalism, New York.

“For example, outlet stores typically have 50-70 percent off retail prices so why not mention that?,” he said.

Mr. Buckingham is not affiliated with Gap. He commented based on his expertise on the subject.

Gap did not respond to press inquiries.

Increasing traffic
Gap is running full page, expandable and audio ads within Pandora.

The mobile ads promote the company’s outlet sale and encourage consumers to find the nearest location.

When consumers tap on the mobile ad it takes them to a landing page where they can find the nearest store location and browse hours of operation.

From there, consumers can also browse the retailer’s mobile site, as well as its sister brands such as Banana Republic and Old Navy.

By incorporating location, Gap is driving consumers in-store.

Additionally, by proving an incentive – in this case a sale – more consumers are inclined to tap on the mobile ad.

Mobile shopping
Gap is no stranger to mobile.

Last year, the company bolstered its mobile presence by placing mobile bar codes on its static ad in Glamour magazine and offering consumers a discount when they scan the tag.

The company was among several retailers who placed SpyderLynk tags on their advertisements within Glamour’s September issue (see story).

Most recently, Gap ran a two-week campaign that used location to drive users to nearby stores with a mobile coupon.

The Gap campaign placed ads on bus shelters in major cities that were tied to a mobile offer using geolocation (see story).

“Outlet stores are also typically in rural areas so the location element of the new Gap campaign is important since there is an inconvenience for most consumers to travel to their nearest location,” Mr. Buckingham said.

Final Take
Rimma Kats is associate editor on Mobile Commerce, New York