Retailers shift their ad spending from TV, radio and print ads to digital ads.
Gap last year grew web sales 5.68% to $595 million from 2004’s $563 million. Total sales declined 1.5% year-over-year to $16 billion.
Despite the fact that Gap Inc. had a significant amount of online downtime as it overhauled all three of its e-commerce sites at once, the retailer still posted a modest increase in 2005 web sales.
For 2005, Gap, No. 22 in the Internet Retailer Top 400 Guide to Retail Web Sites, grew web sales 5.68% to $595 million from $563 million in 2004, while total sales declined 1.5% year-over-year to $16 billion.
OldNavy.com is now Gap’s leading e-commerce site with 2005 web sales of $268 million, an increase of 13.5% from $236 million in 2004. By comparison 2005 web sales for Gap.com declined 1.2% to $233 million from $236 million while BananaRepublic.com stayed the same with online sales of $91 million in both 2005 and 2004.
Overall the web accounted for 4% of Gap’s total 2005 sales vs. 3% of all sales in 2004.
Gap made substantial upgrades to a variety of its web programs and applications, including product content management, marketing content management, promotions and pricing management, personalization, the core e-commerce platform, order management, inventory management, customer contact, fraud prevention, and analytics. The project caused Gap to miss a significant portion of the online back-to-school shopping season.