June 4, 2008, 12:00 AM

Moosejaw engages customers in the mobile channel

At IRCE 2008 next week, attendees will learn how Moosejaw Mountaineering dove headfirst into m-commerce to beat other retailers to the punch.

Paul Demery

Managing Editor, B2B E-commerce

At IRCE 2008 next week, attendees will learn how Moosejaw Mountaineering dove headfirst into m-commerce to beat other retailers to the punch.

“We wanted to be the first out there because the longer we can do it, the better we can do it,” says Gary Wohlfeill, executive vice president of marketing at the outdoors apparel and gear retailer. “It’s about figuring out how this can work best for us, how we can best communicate in this medium with our customers.”

Wohlfeill will deliver the keynote address, “Diving into M-commerce,” at the conference’s M-commerce Workshop on June 12. The retailer launched its m-commerce site in spring 2007 and has since conducted routine opt-in text message marketing.

Moosejaw’s customers are quite accustomed to the retailer’s madcap take at e-retailing, which includes a special section of the e-commerce site dubbed Moosejaw Madness. Moosejaw has extended this web-based madness to mobile phones via text messaging and its m-commerce site in an attempt to become a routine part of customers’ lives.

“We’re continuing to develop the mobile site to make it not just a hub for purchasing products but a place to enjoy our brand and madness,” Wohlfeill says. “We want to get more of our contests and photos on the mobile site, things our customers really respond to. We want them to have a unique shopping experience.”

Moosejaw is No. 260 in the Internet Retailer Top 500 Guide.

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