May 29, 2009, 12:00 AM

Moosejaw Mountaineering doubles up on its mobile commerce sites

There are only around three dozen m-commerce sites in existence today, and Moosejaw Mountaineering now has two of them. The latest one is aimed at consumers carrying iPhones and similar computer-like smartphones.

There are only around three dozen m-commerce sites in existence today. While retailers and mobile site-building vendors report many more in the pipeline, most merchants are still considering what to do.

That’s clearly not the case with m-commerce pioneer Moosejaw Mountaineering, which now has not one but two mobile sites. Moosejaw added the new site because it sees the mobile audience as splitting into two camps: those with smartphones and everyone else.

The new site of the outdoor gear and apparel retailer is aimed at consumers carrying iPhones and similar advanced devices. Located at m.Moosejaw.com, it was built by Unbound Commerce. The first site, designed for more basic mobile phones, is located at Moosejaw.mobi and was built by mPoria Inc.

The new site enables shoppers to access the multichannel retailer’s entire catalog. It showcases on the home page the latest products, with slide arrows that enable a shopper to see more products without refreshing the page. 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 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 translating our brand into a compelling mobile experience for our customers,” says Harvey Kanter, president and CEO. “It’s an experience we use to drive traffic to our stores, improve the shopping experience and deepen our interaction with the Moosejaw community.”

bill@verticalwebmedia.com

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