IBM Case Studies Moosejaw: Outdoor retailer uses segmentation and targeting to increase open rates by 80 percent

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	Moosejaw: Outdoor retailer uses segmentation and targeting to increase open rates by 80 percent IBM

Moosejaw: Outdoor retailer uses segmentation and targeting to increase open rates by 80 percent

IBM

Technology Category	Platform as a Service (PaaS) - Connectivity Platforms
Applicable Industries	Retail
Applicable Functions	Sales & Marketing
Use Cases	Demand Planning & Forecasting
Services	Cloud Planning, Design & Implementation Services
Challenge	Moosejaw, an outdoor retailer, was looking for a flexible, non-complex solution to grow their email revenue program and integrate with other systems to create a cart abandonment program. They needed a solution that would allow them to be creative and engage with their communications, test various aspects of their emails, without being overly complex or time intensive. They also wanted to integrate a human element to their marketing campaigns, both with the tone and style of their emails as well as through social media channels. Read More
About Customer	Moosejaw Mountaineering is a retailer that offers products from leading outdoor manufacturers including The North Face, Arc’teryx, Patagonia, Mountain Hardwear, and Black Diamond as well as under its own Moosejaw brand. The company serves a diverse customer base including serious outdoor enthusiasts, active individuals pursuing an outdoor lifestyle, and high school and college students who are passionate about the Moosejaw brand. Moosejaw engages its customers through its leading e-commerce site, seven retail stores, wacky print catalogs, mobile commerce site, and extensive social media presence. The company was founded in 1992 and is headquartered in Madison Heights, Michigan. Read More
Solution	Moosejaw implemented IBM Marketing Cloud to increase the sophistication of its email program, improve message relevance and customer engagement, and enhance its remarketing efforts. IBM Marketing Cloud offers dynamic content, programs, reporting, segmentation and send time optimization. With the integration of IBM Marketing Cloud, Moosejaw has the ability to take advantage of their existing web analytics data. Moosejaw uses dynamic content to make their mailings relevant to both in-store and online shoppers, and segmentation to test subject lines and offers to various portions of their database. Building on their Moosejaw Rewards loyalty program, the company tested programs with loyalty points against those without, and tried a variety of subject lines that best fit the company’s persona versus more traditional product and brand oriented messages. Read More Log in to view content
Contents

Technology Category

Platform as a Service (PaaS) - Connectivity Platforms

Applicable Industries

Retail

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Services

Cloud Planning, Design & Implementation Services

Challenge

Moosejaw, an outdoor retailer, was looking for a flexible, non-complex solution to grow their email revenue program and integrate with other systems to create a cart abandonment program. They needed a solution that would allow them to be creative and engage with their communications, test various aspects of their emails, without being overly complex or time intensive. They also wanted to integrate a human element to their marketing campaigns, both with the tone and style of their emails as well as through social media channels.

About Customer

Moosejaw Mountaineering is a retailer that offers products from leading outdoor manufacturers including The North Face, Arc’teryx, Patagonia, Mountain Hardwear, and Black Diamond as well as under its own Moosejaw brand. The company serves a diverse customer base including serious outdoor enthusiasts, active individuals pursuing an outdoor lifestyle, and high school and college students who are passionate about the Moosejaw brand. Moosejaw engages its customers through its leading e-commerce site, seven retail stores, wacky print catalogs, mobile commerce site, and extensive social media presence. The company was founded in 1992 and is headquartered in Madison Heights, Michigan.

Solution

Moosejaw implemented IBM Marketing Cloud to increase the sophistication of its email program, improve message relevance and customer engagement, and enhance its remarketing efforts. IBM Marketing Cloud offers dynamic content, programs, reporting, segmentation and send time optimization. With the integration of IBM Marketing Cloud, Moosejaw has the ability to take advantage of their existing web analytics data. Moosejaw uses dynamic content to make their mailings relevant to both in-store and online shoppers, and segmentation to test subject lines and offers to various portions of their database. Building on their Moosejaw Rewards loyalty program, the company tested programs with loyalty points against those without, and tried a variety of subject lines that best fit the company’s persona versus more traditional product and brand oriented messages.

Impact #1	Moosejaw achieved a 40 percent average open rate and 5 percent conversion rate from cart abandonment emails.
Impact #2	Improved their overall results through increased usability facilitated testing on a variety of campaigns.
Impact #3	Through segmentation and targeting, they achieved an 80 percent increase in open rate over traditional broadcast emails.

Impact #1

Moosejaw achieved a 40 percent average open rate and 5 percent conversion rate from cart abandonment emails.

Impact #2

Improved their overall results through increased usability facilitated testing on a variety of campaigns.

Impact #3

Through segmentation and targeting, they achieved an 80 percent increase in open rate over traditional broadcast emails.

Benefit #1	40 percent average open rate from cart abandonment emails.
Benefit #2	5 percent conversion rate from cart abandonment emails.
Benefit #3	80 percent increase in open rate over traditional broadcast emails.

Benefit #1

40 percent average open rate from cart abandonment emails.

Benefit #2

5 percent conversion rate from cart abandonment emails.

Benefit #3

80 percent increase in open rate over traditional broadcast emails.

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Overview

Moosejaw: Outdoor retailer uses segmentation and targeting to increase open rates by 80 percent

Operational Impact

Quantitative Benefit