After years of digital dwindling, Old Navy is opting for something new. The retailer is bringing “buy online, pick up in store” and mobile points of sale to stores as of this month. Though the features are old news for the retail industry, they could mark the beginning of a new wave for Old Navy, which has been slow to pick up on digital trends.
Old Navy’s new feature adds a layer of convenience for customers by allowing them to place orders from Old Navy’s desktop or mobile site and then collect them in physical retail locations nationwide. Store employees will also be equipped with mobile devices to take orders from shoppers.
In the past, Old Navy focused digital marketing investments on its children’s segment, such as by serving a shopping ad against a third of unbranded children’s clothing terms. The brand also increased video ad impressions through its “Hi, Fashion” campaign and tailored its category pages to shift according to browsing, such as altering denim category pages to change the products displayed based on the selection of style and cut of jean. However, these efforts weren’t enough to prevent Old Navy from toppling from Gifted to Average in just one year, according to Gartner L2’s Digital IQ Index: Specialty Retail.
As compared to its peers, the retailer has a long way to go. But if the brand wants to keep from further unravelling on the digital spectrum, targeting convenience is a solid place to start.