IN STORE PROMOTION

CASE STUDY

Promotion & Events Case Study / Retail, In Store Event

Client: Gap

Campaign location: All major Gap stores throughout the UK and Paris.

Brief:

To provide teams of trained gift wrapping staff in stores to offer a free gift wrapping service in the weeks before Christmas.

Campaign Description:

• Link Communication selected 100 high-calibre brand ambassadors, to be trained for the in-store gift wrapping.
• All prospective promotional teams had to attend a five-hour training day, to learn, practice and be evaluated.
• From the training session, the GAP marketing team selected the top 80 staff to work in GAP stores throughout the campaign.
• The wrapping of gifts was executed in 20 major GAP stores between Thursday and Sunday, every week for five weeks in the run-up to Christmas.

Results:

• Over 5,000 items were wrapped in each store, in the weeks leading up to Christmas.
• Customers who came in to browse frequently made both impulse purchases and multiple purchases, as they really appreciated the offer of the free professional gift wrapping service.
• Gap recorded record sales during the period of the promotion for the selected stores.