Moosejaw Mountaineering Embarks New Online Effort to Engage the Socially Connected Consumer

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ARMONK, NY and MADISON HEIGHTS, MI - 30 Sep 2008: IBM (NYSE: IBM) today announced that Moosejaw Mountaineering, one of the nation's fastest growing outdoor equipment retailers, has revamped its e-commerce platform to boost the customer experience, court savvy socially connected consumers, and provide seamless interactions across all channels. The new site, based on the IBM WebSphere Commerce Enterprise platform, will feature new interactive Web 2.0-based games, contests, chats and promotions, adding new service capabilities and community features to online shopping.

Moosejaw Mountaineering's new website

According to The State of Retailing Online 2008, a survey conducted by Forrester Research, online retail sales are expected to climb to $204 billion this year. But a recent IBM Institute of Business Value study of nearly 2,500 U.S. shoppers shows that most retailers fall short when it comes to pleasing the online consumer. To take advantage of this booming industry, Moosejaw redesigned its website and replicated its immersive store experience to drive increased customer advocacy and loyalty across multiple channels.

The 16-year-old company built its brand by integrating games and socialization techniques to make the shopping experience more fun. To bring that same playful and interactive experience online, the company sought the use of technology to communicate with its growing global audience, launch creative marketing campaigns and extend the Moosejaw brand through viral networking efforts. In addition, the company wanted to help consumers make peer-based purchasing decisions by integrating customer reviews and product ratings. A recent consumer survey by the JC Williams Group ranked consumer content as the #1 aid to a buying decision, cited by 91% of respondents. Another priority was to make it easier for customers to locate and buy products across various channels. Lastly, the company wanted to solicit real-time feedback from customers to better gauge their likes and dislikes, to determine future promotions and purchasing decisions.

With the help of services and solutions from IBM, and IBM Business Partner, CrossView, Inc., the company rebuilt its website, gained improved visibility into its inventory, and installed new point of sale systems in each of its eight retail stores. By implementing CrossView's suite of products, Moosejaw uses its e-commerce platform based on the IBM Retail Integration Framework, to drive seamless interactions at all touchpoints -- call center, webpages and retail stores -- ensuring a consistent customer experience across channels. To complement its intuitive commerce capabilities, the site provides community features such as online games like rock, paper, scissors, the ability to chat with fellow outdoor-lovers and compare various product reviews, and opportunities to download money-saving coupons, while they shop for the latest snowboarding gear.

"Socializing and shopping are two activities that go hand-in-hand, and that is why we chose to build the most engaging web platform possible for the Moosejaw community," said Robert Wolf, Chief Operating Officer of Moosejaw. "IBM is allowing us to spend less time processing web orders and more time marketing the products we are so passionate about."

"To win the hearts and minds of customers, it is imperative for retail companies to tailor their multi-channel services and offerings to the specific wants and needs of their consumer audience," said Karen Lowe, General Manager, Retail Industry, IBM. "Not only do customers value choice and flexibility, but they want to connect with retailers during the online experience. By merging the use of creative ideas and interactive technologies, Moosejaw is on a promising path to build advocacy and grow its business."

IBM leads the industry in helping clients transform their business processes. A key reason for this leadership is a growing portfolio of integrated solutions developed by market leading solution vendors such as CrossView which capitalize on IBM's extensive services, software and hardware capabilities. IBM clients are able to easily deploy these pre-configured solutions into their existing IT infrastructures because they are based on open standards and are part of the IBM Retail Integration Framework. The IBM Retail Integration Framework is a retail-specific platform and architecture with a growing set of reusable, industrial-strength accelerators (including definitions, models, process flows and integration patterns) designed to speed the delivery of IT-enabled capabilities. CrossView is a validated IBM Business Partner in the Ready for IBM Retail Integration Framework program.

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