A few days ago Business Week featured a story about Gap’s new chain, Forth & Towne. The company is betting that design – store design, will attract customers and make them happy. Gap’s goal is to create an environment where customers want to spend time. Gap is betting that shopping at its stores will become a ‘pleasurable communal experience’. Can Gap recreate a similar experience with their online sites? What does it take for an online retailer to (re)design their site and transform it into a pleasurable experience?
