Canada’s Mec.ca builds customer loyalty across channels

Mountain Equipment Co-op, a multi-channel retailer of outdoor sports gear and apparel, is exceeding projected sales by boosting customer loyalty across three channels of web, store and catalog, chief information officer Georgette Parsons tells Internet Retailer.

Mountain Equipment, which operates 10 stores across Canada in addition to catalogs and a retail e-commerce site, Mec.ca, relies on cross-channel loyalty and merchandising programs, it says. It informs all new members about the ability to shop all channels, and it reaches out to customers to let them shop any way they prefer, Parsons says.

Because it’s a cooperative, where shoppers become members who share in its profits, Mountain Equipment requires all customers to register with name, postal address and, if available, an e-mail address, Parsons says. It then sends its members regular e-mail newsletters informing them of new merchandise and reminding them of shopping options, such as in-store pick-up of online orders.

Customers who order online for in-store pick-up tend to make additional purchases when they arrive in the store, Parsons says. “We get about an 11% lift in in-store sales from them,” she says.

Mountain Equipment uses an integrated multi-channel platform from Ecometry Corp.`s Blue Martini software to maintain multi-channel customer service, Parsons says. “Blue Martini integrates very easily with our current software systems,” Parsons said.

Mec.ca also lets shoppers process returns and exchanges of online orders in stores. The retailer also provides in-store web kiosks to let shoppers as well as store associates search online for products or information not readily available in stores.