May 7, 2009, 12:00 AM

Moosejaw to customers: Rewards program is not an afterthought

Moosejaw Mountaineering wanted to ensure its customers understood that, to Moosejaw, shopping with rewards points is just as important as shopping with dollars and cents. So the retailer launched a redesigned MoosejawRewards.com to make its point.

Moosejaw Mountaineering wanted to ensure its customers understood that, to Moosejaw, shopping with rewards points is just as important as shopping with dollars and cents. To accomplish this, the retailer last month launched a redesigned MoosejawRewards.com site that mirrors its main Moosejaw.com site. And it added the features, functions and technologies, such as Ajax, that appear on the main site to the rewards site.

“In a lot of cases in retail, a rewards program is either outsourced to someone else and becomes just like everyone else’s program, or it is done internally and gets the short shrift when it comes to usability and features and functions because the attitude is, ‘It’s just the rewards program,’” says Eoin Comerford, vice president of marketing at Moosejaw. “We wanted to make it a seamless experience compared with our main shopping site to send the message that rewards is an important part of our shopping experience and not just an afterthought.”

The new rewards site of Moosejaw Mountaineering, No. 257 in the Internet Retailer Top 500 Guide, enables customers to buy any product, not just select products. “Prices” on the rewards site are listed in points. Customers select products to redeem with points and are sent to a unified shopping cart for checkout.

“Product selection used to be more of a subset of what we have to offer, with a focus on our in-house brand. Now it’s everything,” Comerford says. “We’re sending a clear message that our rewards program is a core part of our promise to our customers.”

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