GAP has recently unveiled its "Reserve" program, allowing shoppers to place a claim on a piece of clothing online, and pick it up in store. Right now, the program is in its pilot stage, with only selected stores participating. Once it becomes a standard practice, however, it will probably prove to be a successful way to counter the ever-growing practice of showrooming.
There is a ton of other benefits, too. The program reduces the risk of online shopping, which is still a factor in online purchases, despite numerous product exploration tools. Users can simply try on their selected item at a nearby store. The program also drives shoppers to store, where they will continue browsing, and very likely, add items to their purchase. Finally, there is a big element of exclusivity and good customer service. The "Reserve" program, above all, makes things more seamless for the user - ensuring their brand affinity and loyalty.
I find it interesting that best innovation in retail comes from mass retailers (think H&M and Target collaborations, Walmart's Lab, Zara's monthly catch-it-or-its-gone trends, or Macy's recent introduction of Shopkick) vs. premium and luxury ones. It's the matter of incentives. But, the more affluent people have, the more money's to be made on the less affluent ones. There's more of them, too, anyway.