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By June 24, 2020April 14th, 2023Case Study


Larger Average Order Value & More Loyal Customers from Student, Military, and First Responder Discounts

Moosejaw is an online and brick-and-mortar outdoor apparel and recreation company specializing in gear for hiking, camping, rock climbing, and snowboarding. In early 2017, Walmart acquired Moosejaw for $51 million.


Moosejaw wanted to “better serve the military, first responder, and student markets,” said Dan Pingree, VP of Marketing at Moosejaw. However, they had no tool available to gate these discounts, and they worried about clogging their web development queue with an expensive and cumbersome build. simplifies how individuals securely share their identity online. More than 500 retailers rely on to protect exclusive benefits and services. Since Moosejaw already had an affiliate relationship with, they chose’s identity verification solution to power their new discount program for students, military, and first responders.


Easy Integration:

It took only three weeks and one engineer to integrate’s solution – 2 weeks for integration and 1 week for QA. “Whenever we had questions the documentation couldn’t answer, the technical team always responded swiftly to our emails and provided direct answers to our questions,” Pingree said.

Larger Average Order Value:

Beyond the fast integration, Moosejaw saw other benefits. Customers taking advantage of the military, first responder, and student discounts spent more than their general audience.

The overall AOV of customers verified with was 43% higher than Moosejaw’s overall AOV.

Exclusive discounts entice customers to spend more, often purchasing additional merchandise in order to take full advantage of the deal.

Customer Loyalty:

Customers using the discount program were also particularly loyal. The 12-month repeat rate for customers who took advantage of the student, military, or first responder discount was 18% higher than the average 12-month repeat rate for the site.

New Customer Acquisition:

Many customers discovered Moosejaw through 34% of customers who claimed discounts were existing members. In Q4 2017, Moosejaw used paid placements in’s Veterans Day and dedicated student newsletters to spread the word about their discounts through the user network, earning a 5.4X return on their investment. The program also helped attract college students to the brand. 60% of customers using discounts at Moosejaw were students.

Revenue Growth:

While the partnership proved successful right off the bat, it continued to strengthen overtime. In the second year of the program, Moosejaw saw 31% year-over-year (YOY) increase in revenue generated from orders using group discounts, outpacing Moosejaw overall revenue growth of 16%. In its first two years, Moosejaw’s group discount program powered by drove more than $6 million in revenue.

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