September 23, 2009, 12:00 AM

Moosejaw is getting more bullish on mobile commerce

With a customer base that has responded strongly to its mobile commerce strategy, outdoor sports gear retailer Moosejaw Mountaineering is moving toward a multichannel strategy that will tie its mobile site more closely to Moosejaw.com and its stores.

With a customer base that has responded strongly to its mobile commerce strategy, outdoor sports retailer Moosejaw Mountaineering is moving toward a multichannel strategy that will tie its mobile site more closely to Moosejaw.com and its stores, creative director Gary Wohlfeil says.

Moosejaw, No. 257 in the Internet Retailer Top 500 Guide, launched its second mobile commerce site earlier this year at m.moosejaw.com, enabling shoppers to access its entire product catalog through smartphones. An earlier mobile site, at moosejaw.mobi, provides a more limited online shopping experience through more basic cell phones.

A major advantage of the new mobile site, Wohlfeil said during a session on m-commerce at the Shop.org Annual Summit this week, is that it lets shoppers experience true cross-channel shopping.

Moosejaw’s marketing and merchandising strategy is to connect with customers in highly informative and entertaining ways that shoppers can now access from virtually anywhere they have smartphone web access. For example, “a customer can be reading through hundreds of customer product reviews when shopping in one of our stores,” he said.

One limitation for now on the new mobile site is that shoppers must use a click-to-call feature to receive a call from a customer service agent to make a purchase. But Moosejaw feels so strong about the mobile channel, Wohlfeil said, that it plans to build a temporary online checkout feature for the fourth quarter, followed by a persistent shopping cart that will integrate purchase transaction data across the mobile site, Moosejaw.com and Moosejaw’s store POS terminals.

Moosejaw operates seven stores in Michigan and Illinois.

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