Athleta Gives GiftNow A Place In Stores

Athleta is offering the GiftNow Card at select stores nationwide. The GiftNow Card is an in-store extension of the online GiftNow service from Loop Commerce, which is being implemented on the web sites of Macy’s, Target, Neiman Marcus, Saks Fifth Avenue, Coach and other retailers. GiftNow is also available on and, both owned by Gap Inc.

Unlike a traditional gift card that is based on a set amount of money, GiftNow enables the giver to choose a particular item with the recipient’s tastes and style in mind, while knowing that the receiver can select a different size or color, or exchange the item before it ships. After receiving the physical GiftNow Card, the recipient is directed to the GiftNow online experience.

In addition to placing physical GiftNow Cards in certain locations, Athleta is making GiftNow available at in-store kiosks, for shoppers who want to be able to deliver their gifts instantly via email.


“We believe this new personalized gifting service will provide our customers an easy way to do their holiday shopping both online and in-store,” said Noam Paransky, Senior Vice President Digital at Gap Inc. in a statement.

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