Fashion retailer Gap is now allowing consumers to redeem the Post Office's One4all Gift Cards on its UK website, following seven months of solely accepting them in its 130 stores across the country.

Gap joins companies such as John Lewis, H&M and The Hut Group's various online outlets in offering the scheme to shoppers, and it comes at a time when businesses operating in the sector are continually looking at ways to ensure shoppers can shop how and when they want across any channel.

And although not a One4all partner, designer swimwear retailer Orlebar Brown recently made a similar move to allow its customers to use gift cards online and in-store because it found that customers were increasingly expecting the same service on digital and physical platforms.

Results from Accenture's Seamless Retail Survey 2015, published earlier this month, would appear to support these retailer initiatives, with 87% of respondents saying they expect a retailer's prices to be the same in-store and online and 57% saying they always want access the same promotions online that they have in-store.

Commenting on the Gap deal, David Walsh, group retail manager at One4all, said: "Fashion is the sector where we are seeing the largest growth in value in terms of redemptions of the One4all Gift Card and so this most recent addition is a welcome one, and will sit perfectly alongside existing brands.

"This partnership will also mean Gap.co.uk has access to a potential 17 million customers who visit Post Office branches each week."

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One4all Gift Cards