As ecommerce sales continue to surge for recreation products, outdoor gear and clothing retailer Backcountry is elevating its digital game by mining customer data to deliver a better experience and offering. The online retailer has expanded its partnership with First Insight, using the solution provider’s consumer-driven Experience Management (XM) platform to make faster, better merchandising decisions, with the goal of driving sales and margin gains for products.
The XM platform gathers real-time consumer data and applies predictive analytic models to create actionable insights across a variety of functions, such as product design and selection, pricing, white space analysis, brand value assessment, and consumer segmentation and targeting. The solution also includes a proprietary value-tracking capability.
“Backcountry is a leader in the outdoor space and is one of the fastest-growing online specialty retailers,” says Greg Petro, CEO and Founder of First Insight in a statement. “We’re excited to expand our partnership with Backcountry and to contribute to their future success by helping them connect with their customers and deliver experiences that resonate with them — both at the product and brand level.”
