A Forrester report points out challenges faced by some business-to-business firms working online.
Moosejaw Mountaineering has united its e-commerce, point-of-sale and call center operations on one platform, storing all data in a single database and getting a single view of customers and operations.
Moosejaw Mountaineering has now accomplished what many e-commerce experts believe is a key to successful multi-channel operations: integrating systems and data from all channels to achieve a single view of customer and operations information.
The outdoors apparel and sporting goods retailer on Aug. 28 moved e-commerce, point-of-sale and call center operations to IBM Corp.’s Websphere Commerce platform and launched the CrossView Enterprise suite of systems from CrossView Inc. that integrates data from all four of the merchant’s sales channels-web, store, call center and mobile-into the single Websphere database. Most retailers do not have a single view. The most common way of storing data from different channels is in different databases, according to RSR Research, a research firm that covers the retail industry.
The Websphere and CrossView technologies not only enable Moosejaw to reduce systems integration, implementation and maintenance costs, but also enable the retailer to seamlessly share real-time customer, order, marketing promotions, pricing, inventory, payment processing and product data across all sales channels, chief operating officer Jeffrey Wolfe says.
“With this customer-centric approach, Moosejaw is ensuring it takes the customer experience to the next level by blurring the lines between retail, mobile, call center and e-commerce,” adds Mark Fodor, CEO of CrossView. “The retailer knows that loyal customers receiving a consistent experience will lead to larger order sizes, more frequent purchases and the viral spread of its brand story.”
Customer service will be enhanced in many ways, says Wolfe of Moosejaw, No. 260 in the Internet Retailer Top 500 Guide. Customers, for example, no longer will need receipts for checking order status or handling returns in any channel. Moosejaw staff can handle customer inquiries by accessing complete customer histories from stores, on the phone or through the web.
The single database system also will enhance operations, he says, streamlining internal business processes. While many retailers must replicate data between the web and disparate warehouse and in-store systems, for instance, Moosejaw’s program enables single entry of data into one platform.