November 29, 2011, 3:26 PM

One site for all

Moosejaw presents the same site to mobile and PC users—only the way the site displays adjusts to the user’s device.

Don Davis

Editor in Chief

Lead Photo

It’s no surprise that a retailer of high-end outdoor apparel and gear like Moosejaw Mountaineering would attract consumers who shop in stores, via the web and through smartphones and tablets.

In fact, 60% of Moosejaw shoppers open the retailer’s e-mails on mobile devices. That means the retailer has to present a consistent face, no matter how the shopper arrives, says Eoin Comerford, senior vice president of marketing and technology. A promotion code must work the same on an iPhone as on the web and inventory must update across platforms.

To make that happen, Moosejaw redesigned its e-commerce site this fall so that it presents the same site to mobile and PC users—only the way the site displays adjusts to the user’s device. Moosejaw plans to gradually phase out its mobile site.

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