You’ve gotta see this at Moosejaw.com—if you can
Moosejaw Mountaineering routinely changes special product promotions that are splashed across its home page—screen-wide and rather tall. The multi-channel retailer is known for its sense of humor and nonsense of site content and store employee behavior.
Launched March 7, the retailer’s current product promo is truly unique—and nonsensical: a free invisible cup. The product description next to the picture of the cup reads: “Free Moosejaw Invisible Cup with the purchase of any Boardshort and/or Swimwear. Simply add the Moosejaw Invisible Cup and Board Short and/or Bathing Suit to your cart and the [price of the] Moosejaw Invisible Cup will automatically change to $0.”
So far customers seem satisfied. One customer review reads: “Best invisible cup I’ve ever owned!” Another reads: “I lost mine the first day. I hope they will send me another.”
“We don’t want to be normal,” says founder Robert Wolfe. “We try and make everything we do have some interesting aspect about it.”
Moosejaw’s primary goals for this promotion are to entertain customers, boost brand awareness and drive traffic. “Our regular customers get a kick out of this kind of stuff. And they’ve been adding the invisible cup to their carts,” he says. “I’m certain we’ll get e-mails from customers saying they can’t find the cup in their shipment.”
The effort isn’t just for regulars, though. Executives at Moosejaw, No. 347 in the Internet Retailer Top 500 Guide, designed the promo with social networking and word of mouth in mind. It hopes customers will send the URL for the invisible cup to friends and family.
“We always wish to connect with our customers on a very personal level,” Wolfe explains. “Ultimately, offline, for example, when we open a new store, if people say there’s a new outdoors shop in town, we have failed. We want them to say there’s a Moosejaw in town.”
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