Moosejaw Mountaineering reaches new heights of customer engagement through social commerce

Published on 1 Sep 2008

Our strategy has been to reinvent the way people shop for outdoor, surf, skate and snowboard apparel and equipment. IBM—through its technology and retail thought leadership—has been instrumental in helping us realize this vision.

Jeffrey Wolfe, COO, Moosejaw Mountaineering

Moosejaw Mountaineering


Deployment country
United States



Based in Madison Heights, Michigan, Moosejaw Mountaineering, Inc. is one of the nation’s leading outdoor-adventure retailers. With seven retail locations employing 250 in Michigan and Chicago, the company’s online retail,, was rated a top 50 Web site according to Internet Retailer.

Business need
To thrive in the highly competitive market for outdoor adventure gear, Moosejaw Mountaineering needed to create a customer experience that would engage a customer community whose appetite for extreme sports is matched by a hunger for communication and collaboration.

Moosejaw sought to make its site the go-to destination for young, hip high school and college students and for hard-core outdoor enthusiasts by embedding rich community features into its online commerce experience, thus becoming one of the first outdoor-adventure retailers to make multichannel “social commerce” the cornerstone of its growth strategy.

• Increased revenue from an expected increase in conversion rate (based on an initial increase to 50 percent) <br /> • Expected increase in customer loyalty and word-of-mouth expansion through a more engaging and collaborative online retail experience <br /> • Ability to deliver seamless messaging, programs and customer experience across all channels <br /> • Expected increase in customer satisfaction through richer, more informative pre-purchase support (e.g., customer ratings)


IBM products and services that were used in this case study.

WebSphere Commerce - Express, WebSphere Remote Server for Retail

SurePOS 500 Series

GTS Integrated Technology Services

Retail: Shopping Experience, Retail: Retail Business Intelligence, Enabling Business Flexibility, Industry Framework, Smarter Commerce, Smarter Planet, Transforming Business

Legal information

© Copyright IBM Corporation 2008 <br /> IBM Corporation <br /> 1 New Orchard Road <br /> Armonk, NY 10504 <br /> U.S.A <br /> <br /> Produced in the United States of America <br /> 4-08 <br /> All Rights Reserved. <br /> <br /> IBM, the IBM logo,, DB2, Lotus, SurePOS and WebSphere are trademarks of International Business Machines Corporation in the United States, other countries, or both. If these and other IBM trademarked terms are marked on their first occurrence in this information with a trademark symbol (® or ™), these symbols indicate U.S. registered or common law trademarks owned by IBM at the time this information was published. Such trademarks may also be registered or common law trademarks in other countries. A current list of IBM trademarks is available on the Web at "Copyright and trademark information" at <br /> <br /> Other company, product, or service names may be trademarks or service marks of others. <br /> <br /> This case study illustrates how one IBM customer uses IBM products. There is no guarantee of comparable results. <br /> <br /> References in this publication to IBM products or services do not imply that IBM intends to make them available in all countries in which IBM operates. <br /> <br /> ODC3073-USEN-00

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