Backcountry Bolsters Digital CX to Manage Outdoor Recreation Shopping Surge

Fueled by consumers’ desire for safer, socially-distant-friendly entertainment during the pandemic, the increased interest in outdoor recreation has driven growth for outdoor gear and apparel retailer To support its operations and manage continued growth across its ecommerce platforms, Backcountry has partnered with software developer 3Pillar Global (3Pillar).

Backcountry has enjoyed healthy sales, especially during the spring and summer seasons, in popular categories such as hiking, biking and camping. The Backcountry-owned brand Stoic also launched a new fall camping collection that quickly gained momentum in late summer/early fall. To handle the influx of customers, Backcountry focused on optimizing the customer experience, including:

  • Augmenting the capacity and technical expertise of its in-house development teams;
  • Accelerating its time-to-market; and
  • Improving the quality of certain features its customers use every day.

“One of Backcountry’s many goals is to simplify the shopping experience while making it as easy as possible for customers to find everything they need,” said Sridhar Nallani, Chief Technology Officer of in an interview with Retail TouchPoints. “Whether shoppers are just getting into the outdoors or are experienced users, Backcountry strives to offer a broad selection of gear and apparel on an easy-to-navigate platform, with expert, on-demand customer service.”

Backcountry “Gearheads” further amplify the online experience by guiding customers and offering personalized service. “Customers can easily ask questions, both general and highly technical, and receive immediate, expert advice on products best suited for their needs,” said Nallani.


“Digital is no longer a nice to have – it’s a must-have for retailers,” said Casey Craig – SVP of Digital Retail, 3Pillar Global. “The consumer-facing brands that have managed to thrive during this challenging year are those that were already embracing or quickly pivoted to digital customer engagement.”

Additionally, Backcountry and its cycling-specific site are currently onboarding the Klarna platform, which will provide customers with a buy now, pay later option at checkout.

Just before the pandemic took hold in the U.S., Backcountry operated a pop-up store in New York City’s SoHo neighborhood designed to give urban fans of the brand the chance to express their shared passion for winter sports in person.

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