Gap's e-commerce success holds lessons for media companies

09/28/2010 | Advertising Age (tiered subscription model)

Gap's stellar success at building online sales for its stable of brands including Old Navy, Banana Republic and online-only merchant Piperlime can serve as a primer for media companies looking to use their websites to raise their brand profiles, writes digital media expert Zuobin He. Gap's strategy included creating a simpler site that allows users to navigate easily between brands.

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