What’s the difference between a net promoter score of 56% and 74% for Moosejaw? Engagement.
Moosejaw has also found that 40% of actively engaged customers have purchased four or more times, while only 15% of customers that aren’t actively engaged have purchased four or more times.
Considering they have the statistics, it’s not a surprise that engaging customers is something Moosejaw prides itself in, along with being notable, orchestrating in the brand voice and making sure every single customer touch point is an opportunity to create a brand event.
Moosejaw’s Creative Director Gary Wohlfeill obviously embodies the engagement factor. He began his session this morning by engaging the audience. After showing an old picture of himself, he asked the audience to rate his new haircut on twitter with the hashtag #GarysNewHair. (The incentive? He’s sending some Moosejaw hoodys to ten of the lucky ones who opine.) If you want to weigh in, here is the before and after of the haircut:
Engaging Moosejaw’s community is just as multi-faceted as its business, and Wohlfeill walked attendees through a few of the many ways his company keeps the interactions going. For example, the caption under a catalog photo of a man modeling a jacket says, “If you want to see a pic of this boy’s knees, email jack@moosejaw.com and we’ll send you the pic.” (And they really do email you the knees.) With that simple and unique inclusion, Moosejaw has turned catalog readers into email interactions.
Even their SMS messages are hard to ignore and can garner an impressive number of replies. This message had a 41% reply rate:
I think my housekeeper wants to kiss me. Can I do that? Please text me back and I’ll add 114 Moosejaw points to your account for the help.
Moosejaw understands that engagement is just as much about listening as it is about sharing. When someone let them know through Twitter that a fellow Moosejaw customer had posted a missing sign for a lost jacket and hat, they jumped in and helped (keeping the conversation going through Twitter). And they didn’t just give her a new jacket and hat, they included their community in the process by asking Twitter followers to help pick which jacket and hat should be given as a replacement.
Whether it’s through the eCommerce-free Madness section of their website or giving away customer loyalty points through Facebook, Wohlfeill and his fellow Moosejaw teammates understand that the best customers are the engaged customers. Especially if they’re laughing.
Check out a two-minute montage of the best moments from Gary Wolfeill’s session.
One Comment
“Engagement.”
Common theme across many of the blog posts and rightfully so. Isn’t there a Marketing 101 lesson that says first engage the customer, then increase product interaction and the result will be higher sales? Doesn’t it also lead to a stronger brand? The Moosejaw shows that it is time to focus on some of the basics when choosing a marketing platform;
- Does it engage customers?
- Does it increase product interaction?
- Does it allow the customer to choose the information they want
- Does it give customers the information they need where they want it, when they want it?
- Does it create a relationship with the customer?
One Trackback
[...] there were also social media mantras from Diane von Furstenberg, rules for customer engagement from Moosejaw and Marketspace’s Jeff Rayport, and a very popular Sephora session on identifying key [...]