On Friday, November 5th Gap became the first company to make a really big splash with Facebook’s new check-in and deals feature. The company gave away 10,000 pairs of jeans to customers, and offered a 40 percent discount on jeans to customers that came to the store after quantities expired. The deal certainly caught a lot of attention, but was it successful?
Since there are so many Gap stores, many physical locations only had a few pairs of jeans to giveaway, which were gone within minutes of when the store opened. This meant that many people went to Gap (some before work or during their lunch break) only to find they were out of luck. While 40 percent off is a nice consolation prize, the company has been having that sale a lot recently, so it’s nothing extraordinary new.
This resulted in many disappointed customers, some who made their feelings public on Twitter and Facebook. Could Gap have made this promotion better? Probably. Here are two ways:
1. Hold the event on a weekend instead of a Friday. Most people work during the week, so it’s frustrating for them to navigate through traffic in the morning or during lunch to go to the Gap. Holding this on a weekend is better for people’s schedules and a bit more balanced.
2. Instead of giving away 10,000 pairs of jeans, discount jeans at 75 percent. There are two reasons to do this. First, 75 percent off is pretty darn good. When a $60 pair of jeans is suddenly $15, you’re going to have a lot of happy customers, who will likely buy multiple pairs. Second, more people can get this deal. Even if it only lasts from 9am – 12pm (on a weekend) it’s a deal that will drive people to the store and can be shared my many more then 10,000 people.
I believe that if Gap had made their deal on a weekend and allowed more people to get a large discount rather then giving away 10,000 pairs of jeans, their overall customer base would be much happier. After all, there are more then 10,000 people that shop at the Gap.