Dive Summary:

• Reserve-in-store is a model being implemented across 10 Gap or Banana Republic Stores in each of two cities beginning in June 2013, according to a Gap executive.
• According to the executive, Gap’s reserve-in-store program model will differ from other similar in-store pickup models by allowing the customer to pay in-store, not online.
• The move is believed by some to improve ‘incremental’ sales of in-store merchandise but challenges remain for the retailer in order to implement the new model successfully on a wide-scale.

From the article:
 “Since we're in a tactile business where people want to try things on, they want to feel things, they want to know that it looks good, reserve-in-store, for us, depending upon the brand, is going to be a tremendous opportunity, number one, to get traffic in our stores that identifies themselves at the beginning of the shopping experience." ...