Gap Moves Toward Web-Based POS
Gap Inc., which has been testing Webenabled point-of-sale (POS) terminals at various stores, eventually plans to roll out the technology throughout most of its 4,241- unit chain, said Cornell Williams, vice president direct and chief technology officer for the San Francisco–based retailer, at the recent eTail conference in Boston.
Web-based terminals with full keyboards and screens will allow sales associates to look up out-of-stock products online through Gap’s Web site, www.gap.com, and order them on the spot. The terminals can also automatically provide the store with customer data.
“If the customer is registered with us online, when she shops at a store, the system [tracks] the order at the store with the customer information we’ve gathered on the Web,” Williams said.
Williams added that the implementation will pose challenges. Store managers, he said, will have to work closely with personnel and sales associates.
“We are putting a lot of emphasis on training because the Web-based POS program is only as good as the store associates’ knowledge of how to use it,” he said. “We want to make sure the associates understand the company’s philosophy as to why we’re doing this. It’s a challenge.” —Robert McAllister
