Gap pairs with Virgin to deliver outfits to travelers’ hotel rooms

July 10, 2015 02:21 PM

Hotel customers are used to ordering food from room service. Why not a new pair of pants, delivered straight from a store?

Thanks to an agreement between clothing retailer Gap Inc. and Virgin Hotels, guests at Virgin’s Chicago location will be able to do just that by using Gap’s Reserve in Store online feature.

The service aims to provide convenience for travelers too busy to shop and to drive traffic to Gap and Virgin’s websites. Consumers can access the Reserve in Store feature through or Lucy, the hotel’s app.

Here’s how it works: A shopper selects items from one of two downtown Chicago Gap retail locations. A Virgin Hotels staffer then contacts the customer to confirm the delivery time and drops the purchase off at the customer’s room, generally within three hours. Delivery is free.

“Through this partnership, our goal is to provide shoppers convenience, ease and on-trend fashions, all through the touch of a button,” says Tricia Nichols, Gap’s global lead of consumer engagement and partnerships.

A Gap spokeswoman says that, as with traditional room service, the purchase will be charged to the customer’s room. The service is limited to Chicago, although she says “we are always evaluating our programs to see how and where else we can expand.”

A significant portion of Gap’s customer base is more affluent than the average U.S. consumer, and thus might be likely to stay in hotels frequently. data shows that nearly half (44.72%) of Gap shoppers have an annual household income of $60,001 or more. The median U.S. household income is about $52,000, according to the U.S. Census Bureau.

The partnership comes just weeks after executives with Gap, No. 18 in the Internet Retailer 2015 Top 500 Guide, told analysts at its annual investors meeting that the retailer’s focus is going to be increasingly digital. data shows Gap’s online sales have nearly doubled in recent years to $2.5 billion in 2014 from $1.3 billion in 2010.

For the first quarter of fiscal 2015, Gap reported online sales of $563 million, down 2.1% from $575 million during the same period last year. 




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