May 15, 2009, 12:00 AM

In the field of m-commerce, Moosejaw Mountaineering does it again

Happy with the results of its initial, basic wireless access protocol mobile site, and anxious to target the vastly increasing pool of smartphone users, the retailer has launched a robust mobile site optimized for use on iPhones and other smartphones.

Katie Evans

Managing Editor, International Research

Moosejaw Mountaineering, an outdoor gear and apparel retailer known for its offbeat marketing, has launched a new mobile site, m.Moosejaw.com. This is the second mobile site for the m-commerce pioneer, which began text message marketing in 2004. The first site, designed for more basic mobile phones, is located at Moosejaw.mobi.

The new site enables shoppers to access the entire catalog of the multichannel retailer. It showcases on the home page the latest products, with slide arrows that enable a shopper to see more products without the need for a page refresh. The home page also displays special mobile promotions, search by item number, a store locator, buttons for signing up for text messages and e-mails, and a link to Moosejaw Madness, an entertainment area of the site featuring intentionally inane humor. Product pages feature extensive product details, images and customer reviews.

Customers can complete transactions on the first, basic site. The new, smartphone-optimized site is not transactional, but soon will be, the retailer says. In the meantime, shoppers can click on a clearly displayed link to the standard version of the site to complete a purchase, or click on the highlighted 800 number to order by phone.

“Moosejaw is successful because we’ve built a personal connection with our customers through our stores, web site and catalog,” says Harvey Kanter, president and CEO of Moosejaw. “Moosejaw is now translating our brand into a compelling mobile experience for our customers, an experience we use to drive traffic to our stores, improve the shopping experience and deepen our interaction with the Moosejaw community.”

In addition to offering a compelling mobile experience, Moosejaw, No. 257 in the Internet Retailer Top 500 Guide, believes the site, built by Unbound Commerce, is a key tool for shoppers in stores.

“In-store customers can now have the most complete and informed shopping experience,” says Gary Wohlfeill, creative director at Moosejaw. “Shoppers can stand in our shops and try on and touch the products they are interested in and at the same time easily read product reviews from hundreds of customers who have real experience with the items. This functionality is another step to continue the ‘blurring’ of retail channels, something Moosejaw is committed to in order to improve the whole customer experience across channels.”

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