15 September 2005

Lowering the number of clicks needed to buy an outfit is just one of the innovations of a revamped online clothes store.

After prolonged shutdowns, Gap has re-launched their website and financial forecasters are predicting high returns due to the higher accessibility of the site.

By using mouse-overs and pop-up windows, the site has removed the need for multiple clicks to see product details, colours and size availability. When customers want to add something to the shopping basket they are not redirected to another page, but a pop-up window appears showing bag contents and allowing continued uninterrupted browsing.

"Gap's new sites leapfrog every other retail site out there today.... [by] providing a customer experience that other retailers will quickly try to figure out how to copy," said Forrester Research retail analyst Carrie Johnson.

The technology was developed in-house which may ensure Gap keeps the competitive advantages of its website features for longer, before other retailers catch up.

© Adfero Ltd

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