BabyGap is launching a new subscription service called BedtimeBox. Customers who subscribe will get a delivery of three sleep sets every three months.
Similar to the recently launched babyGap Outfit Box, parents select their child's gender and size and Gap stylists pick out the items. Each shipment costs $49, which is 40% off the original retail price, and all returns are free.
BabyGap decided to offer the sleepwear subscription as it is a favorite category for parents and those items need to be replenished regularly.
"The babyGap Outfit Box has gotten very positive feedback from parents, so we wanted to test out a new model and see if parents would appreciate a subscription that helps bring them adorable sleep styles straight to their doorstep," Moneeza Popatia Choi, senior manager of corporate strategy and innovation at Gap, Inc., told FierceRetail.
In addition, Choi notes that kids and baby are a key loyalty category for the Gap brand, so it was an opportunity to grow this key division.
Thus far, with the babyGap Outfit Box, parents have responded very positively to the convenience factor of the subscription offering.
"Parents today have a lot on their plate and limited time to shop, but they want to dress their children in stylish and fun clothes. They really trust the Gap brand to dress their babies, and they have told us that the regular shipments help them select outfits easily and quickly," Choi said.
Moving forward, Gap will continue to test subscription as a model to reach new and existing customers through this platform of convenience and personalization.
"We plan to test new ways to engage customers—whether it's through a new subscription like the BedtimeBox, or offering our members other fun surprises," Choi said. "In the last babyGap Outfit Box, the free surprise gift was a pair of Disney socks and we're looking at having our next free gift be an item that hasn't even hit stores yet."