February 24, 2011, 9:36 AM

Video meets mobile commerce at Moosejaw Mountaineering

Two hot technologies come together in an attempt to boost consumer confidence.

Bill Siwicki

Managing Editor, Mobile Commerce

Lead Photo

A View Video link sends m-commerce site shoppers to often goofy videos about products.

Online video can be a powerful selling tool that gives customers much more information than an image provides and, experts say, inspires greater confidence in consumers looking to buy. Moosejaw Mountaineering has brought the power of online video to mobile commerce, adding informational videos for numerous products on its m-commerce site.

For products that feature videos, a link appears on the page encouraging shoppers to watch the video. When they touch the link, the m-commerce site, built by Unbound Commerce, makes a call to the web servers of Invodo, the online video technology provider used by Moosejaw for its e-commerce and now m-commerce videos. Invodo then triggers the video player native to the smartphone and plays the video. When finished, the shopper is returned to the m-commerce site.

Moosejaw’s goofy sensibilities are present, as always, in the videos. In one, a model stands in a butcher shop wearing a jacket while a butcher cutting meat describes the product.

“Video has the ability to tell a story that simple text and images cannot begin to convey,” says Craig Wax, CEO of Invodo. “The videos Moosejaw has produced with the Invodo team are the perfect mix of quirky and informative, allowing the customer to actually enjoy the process of gathering knowledge to make a buying decision. Now that experience won’t be any different for customers shopping from their mobile devices.”

Outdoors apparel and gear retailer Moosejaw, No. 277 in the Internet Retailer Top 500 Guide, says the decision to add video to its m-commerce site was an easy one.

“Implementing video on our mobile site was a no-brainer, as our customers expect a great shopping experience in the palm of their hands,” says Eoin Comerford, senior vice president of marketing and technology at Moosejaw.

And Moosejaw’s m-commerce technology provider, Unbound Commerce, says its new partnership with Invodo should reap rewards for Moosejaw and the two companies. Moosejaw is the first client stemming from the partnership.

“Both mobile and video are major trends in retail, so the convergence of the two will be tremendously powerful,” says Keith Leitzke, chief marketing officer at Unbound Commerce.

Moosejaw and Invodo also post the videos on Moosejaw’s Facebook page and YouTube channel.

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