Moosejaw Spreading the 'Madness' Across Channels

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Multi-channel is for the birds. Internet Retailer Hot Top 100 retailer, Moosejaw Mountaineering is focusing on customer-centricity and cross-channel optimization.

We partnered with IBM and CrossView, companies that together offer the only true multi-channel solution in the marketplace

To-date, industry analysts have been less-than-enthusiastic when rating retailers' execution of cross-channel strategies. However, Moosejaw Mountaineering (Moosejaw.com), a Michigan-based retailer of outdoor apparel and sporting goods, is once again blazing trails by successfully implementing one of the industry's first truly cross-channel solutions.

On August 29, Moosejaw successfully launched CrossView, Inc.'s (CrossView.com) suite of cross-channel products, CrossView Enterprise. In doing so, Moosejaw has seamlessly integrated its call center, websites and retail stores, ensuring a consistent customer experience in any of these channels.

Moosejaw's unique approach to marketing and retail is what the company calls "Moosejaw Madness." This "madness" incorporates not only cutting edge technology, social and mobile commerce, but often down-right silliness. Among these, a blog from the company's cleaning lady, dating tips and other oddities geared toward the company's young, hip demographic.

"Moosejaw's goal is to sell the finest outdoor, surf, skate and snowboard products in the world and have as much fun as possible while doing it," says Jeffrey Wolfe, Moosejaw's COO. "The customer experience, which we call Moosejaw Madness, is the core of our entire strategy."

"This company knows that loyal customers receiving a consistent experience will lead to larger order sizes, more frequent purchases, and the viral spread of its brand story, or 'madness'," says Mark Fodor, CEO of CrossView.

"With this customer-centric approach," Fodor continues, "Moosejaw is ensuring that it takes that customer experience to the next level by blurring the lines between retail, mobile, call center and e-commerce. The company's newly implemented solution from CrossView, is taking the best of each channel and making it available across all channels."

One example of these expanded services is Moosejaw's ability to take multiple payment methods in channels where they were not previously available. Wolfe notes, "We have made sure that our loyalty program is integrated consistently into all channels for the customers as well as for those employees interacting with customers at the stores and in the call center." Moosejaw has even made sure that the backend business rules around loyalty processing and messaging is shared with all channels, making it easier for its home office support teams to manage the channels.

"We partnered with IBM and CrossView, companies that together offer the only true multi-channel solution in the marketplace," Wolfe said. This single-platform solution not only allows Moosejaw to reduce system integration, implementation and maintenance costs, but also enables the company to seamlessly share real-time customer, order, marketing promotions, pricing, inventory, payment processing and product data across all sales channels. "Obviously this opens up huge opportunities for increasing revenue and shocking the customer with amazing service," says Wolfe.

Say Goodbye to Stock-outs
One of the most important benefits of cross-channel integration for Moosejaw is the central visibility into its inventory. Moosejaw's retail sales staff and call center teams can view real-time inventory of other Moosejaw stores, the warehouse and its supplier warehouses, and they can easily place orders directly in the POS for store pickup or home delivery. The systems allow them to process complex orders as well, where one transaction might include a store purchase, a shipment from a warehouse and a pickup in another store. "We currently ship about 20% of our orders directly from our stores. Access to live inventory in the stores and warehouse makes it more efficient for call center agents and store associates," said Wolfe.

We don't need no stinking receipt
Having centralized customer and order visibility gives the company the ability to support customer inquiries on order status and returns from any channel. Plus, the folks at Moosejaw like the idea of staying green and allowing customers to opt into receiving their receipts electronically.

Lower TCO
Moosejaw's new solution isn't just improving the customer experience; it is streamlining the company's internal business processes as well. While many other solutions necessitate the replication of data between the web and disparate warehouse and in-store systems, the company's CrossView solution allows for single-entry into one platform.

Moosejaw is impacting its total cost of ownership with its strategy. A cross-channel integration solution provides three major benefits: customer responsiveness, operational efficiency and a huge degree of savings. Costs are saved at implementation by deploying a single source of pre-built integrations that can impact the merged channels. Updates to software and business rules are part of the single platform, making it cost effective to maintain. "When you have all customer processes, business rules and support teams on one platform, it allows us to specialize and focus on our customer," adds Wolfe.

About CrossView
CrossView empowers merchants to deliver an integrated consumer experience and optimize transactions for all customer touch-points. CrossView's innovative approach eliminates the traditional informational and functional silos that typically exist between a merchant's storefront, call center, kiosks and website. CrossView's integrated solutions create greater operational efficiencies and a greatly improved customer experience with the best opportunity to achieve ROI for all retailers. CrossView, Inc.

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Roy Bielewicz
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