By  on November 12, 2013

Gap Inc., once in the vanguard of progressive marketing, is pitching innovation as part of its culture again.

But this time it’s not about the latest denim wash. After a decade of being immersed in turnaround efforts, the $16 billion business is reporting improved sales and profits and striving to “omnify” its online and brick-and-mortar experiences to sustain momentum. The company has begun mining big data, testing personalization of its Web sites, shipping online orders from a limited number of stores, and even injecting a dose of service into its largely self-service store environments by piloting a “Reserve” program where shoppers select online and get the items held in the stores for purchase and pickup. Padmasree Warrior, chief technology and chief strategy officer of Cisco Systems, recently joined Gap’s board, further reflecting intentions to integrate enhanced technology into its operations.

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