<p>Hoping to cinch the tie between in-store and online sales Gap Inc. is revamping its technology systems. The clothing retailer is rebuilding its hardware and application infrastructure to address a trending customer preference for browsing and buying online, increasingly from smartphones and tablets.</p><p>The multi-year, three-step project, which started 18 months ago, includes a move to a private cloud, better backend integration between online and brick and mortar stores to support in-store merchandise pickup, and larger in-store networking pipes that could, ultimately, be used to help guide shoppers to in-store deals.</p><p>Gap's efforts come as other large retailers launch their own cross-channel commerce projects to boost sales. Despite building a customer loyalty program and mobile technologies Sears Holding Corp. has struggled to reverse financial losses, including a $279 million quarterly loss reported last Thursday Target Corp. earlier this month launched a new service that blends shopping and social networking. Early reviews of the service have been critical. Although differing in execution, the efforts are all intended to better serve a growing customer preference for onlineand mobileshopping opportunities.</p><p>Gap's first step in the technology revamp, started 18 months ago, has been toironically enoughleverage its 3,000 Gap, Banana Republic and Old Navy stores worldwide to better serve online customers. Gap CIO Tom Keiser said the company is making clothing from its physical stores available to online shoppers. "Most customers shop online before going to the store," Mr. Keiser said. "If they see [the products] are out online, they don't go to the store." This also creates a more integrated inventory pipeline.</p><p><a href="http://stream.wsj.com/story/latest-headlines/SS-2-63399/SS-2-242433/">Keep reading...</a></p>