Moosejaw Mountaineering Mobile Business Reaches New Heights

Moosejaw Mountaineering has rolled out software from IBM's Smarter Commerce initiative to expand its mobile commerce and social business strategy. More than 30% of the retailer's customers are shopping on its mobile site, up from 25% a year ago, with about 16% of sales coming from mobile devices and tablets.
One of the first retailers to employ mobile commerce and viral marketing,  Moosejaw is embracing social media to spur brand loyalty. The outdoor retailer, known for pioneering digital brand marketing, was founded in 1992 and now has eleven retail stores throughout the U.S. with 80% of sales coming from online and mobile commerce.
"Our mobile and social strategies have taken on a life of their own," said Eoin Comerford CEO of Moosejaw. "Through these channels we are learning that our customers have certain unspoken expectations of us – they expect us to know them. No matter what items we have on our shelves, at the heart of Moosejaw's business, we are a marketing organization using the latest forms of technology to engage our customers wherever they are – on a social site, shopping in the store, summiting Everest, backpacking Chilkoot Trail or climbing at their local indoor gym."
By combining marketing and technology, Moosejaw is able to tackle showrooming concerns, maintain consistency across all shopping channels and foster brand loyalty. Showrooming is often viewed as a threat to brick-and-mortar retailers. Innovative merchants are putting these concerns to rest by looking at new ways to improve the shopping experience for digitally-savvy shoppers.
The retailer is embracing the reality of mobile in-store shopping – recognizing that consumers want more product information than they might normally find on store shelves or displays. By using movile point-of-sale software designed by IBM business partner CrossView, Moosejaw is able to deliver outdoor enthusiasts with a wide range of brands and cross-section of merchandise.
Creating a showroom for clients to shop in, Moosejaw is known for its endless aisle strategy. In stores, the retailer stocks only 4,000-5,000 product SKUs, while the warehouse used for fulfilling online orders holds about 80,000 products. In order to bring these products closer to shoppers, each store has designated associates who are using mobile devices to interact with customers in the store.
Using mobile devices, customers and Moosejaw associates can stand in the store aisles and gauge the availability of products, check warehouse stock and find desired items that can be shipped to the customer's home. The retailer can use the device to check competitive prices and extend a price match to ensure that the customer receives the best price.
Instead of losing in-store mobile sales, Moosejaw is able to capture those sales and fulfill orders from items in its warehouse, while delivering directly to the customer's home. Moosejaw's agnostic channel approach works to blend the lines and create a more holistic shopping experience for customers.
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