James Thordsen, senior director of product management for the apparel retailer, spoke with PSFK on how perks like a Denim Gallery and a In Stock On Shelf app will ease and enhance the shopper experience in meaningful ways

Sometimes it’s the unsexy innovations, not the magic mirrors or the app that lets shoppers try on dozens of lipstick shades via their digital visage, that impact shoppers in more far-reaching ways than the buzzy stuff—like tech that simply locates a missing item on a store shelf, or helps customers land a pair of well-fitting jeans.

It’s a notion the Gap Inc. seems to be going with in an Uber-ized retail landscape where offering consumers heightened convenience has become the ultimate luxury. For shoppers who can get anything and everything online, products have become increasingly commoditized—so retailers are scrambling to over-deliver in other ways.

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