Wednesday, January 7, 2009

Mind the gap - how a consolodated basket may not work

User satisfaction with the Gap site dropped nearly 7 percent when compared to 2007, according to a report by ForeSee, a company that tracks eCommerce Satisfaction in the USA. Apparently with the multi-site integration of http://www.gap.com/, although intended to make online shopping more convenient, has unintentionally diluted the four diferent brands of: Gap, Banana Republic, Old Navy & Piperlime.

ForeSee President & CEO Larry Freedstomer said:
"The change had a functional advantage, shipping charges were less, and that sounds like a no-lose situation. But what they really didn't take into account was how people were going to see that: `Now you're making it very apparent to me. It's all the same company.'"

Ooops!

I wonder if other companies have now shelved similar plans?

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