Case Study: Mountain Equipment Harnesses The Power Of JDA To Drive Cross-Channel And Inventory Management Efficiencies

Customer loyalty is critical to Mountain Equipment. Ninety-seven percent of its members would recommend the co-op to others – a fact that is significant to the retailer's financial success. Achieving high customer-service ratings is well supported by accurate customer data across all sales channels, according to Georgette Parsons, chief information officer of Mountain Equipment. At the core of its customer tracking initiative is JDA® Customer Relationship Management (CRM), a solution that the company implemented when it launched its e-commerce site in 2001. The company has operated its catalog business since its establishment in the early 1970s.

"We have gained greater visibility into our member base with the JDA CRM solution, which provides us with a single view of customer data across all channels," Parsons explained. "As a result, we're able to better meet our members' individual needs and foster long-term loyalty."

Due to the nature of the co-op business, Mountain Equipment is able to gather detailed information about each customer through the membership application process. The purchasing patterns for every member – whether they buy in-store, online or through the company's catalog – is also fed into the CRM system.