IRCE 2008 Session Descriptions

In the early days of e-commerce, some retailers jumped onto the Internet without a clear idea of where online retailing would lead. But they could see that the Internet would change the whole retailing industry and they wanted to be leaders. The same thing is happening with m-commerce. Few retailers or analysts will say with confidence what mobile commerce will look like five years from now. But many look at the forces behind the mobile revolution—an always-connected, on-the-move younger generation that is influencing their parents and who will not sit still to be connected via a computer. These retailers are experimenting with all kinds of m-commerce and much of what they're doing today is building a foundation for what mainstream retailers will be doing in the not-too-distant tomorrow. Our keynote speaker this session heads up the m-commerce initiative at Moosejaw Mountaineering, an outdoor equipment online and store retailer that has decided it wants to master m-commerce now, when there is still market share to be moved by an m-commerce strategy and the costs of failing in a test are low. But the funny thing about Moosejaw Mountaineering's m-commerce approach is that it has tried a lot and failures have been few. Gary Wohlfeill will discuss what Moosejaw has tried with its entertaining and innovative m-commerce strategy, what it plans to try and the benefits the company has gained as a result.