The Shopping Experience: Gap.com
The Gap.com provides a positive online shopping experience that emanates professionalism, trustworthiness, and quality. But it is an experience that even small ecommerce businesses can emulate. In 1996, the actress Sharon Stone wore a black Gap turtleneck to Hollywood's grandest gala, the Academy of Motion Picture Arts and Sciences' Oscar Night. It was a huge promotional win for the Gap Inc. Stone's fashion choice and millions in good, solid marketing investment since have helped the company achieve billions in annual sales ($14 billion in 2008 as an example). But while the Gap.com, with its many financial resources, certainly provided an excellent customer shopping experience, that experience was something that nearly any good onli...