backcountry.com backcountry.com Survey Analysis

By: Matthew BerryDaniel BradshawMark BrowningBenjamin CartwrightSteven Renshaw

Research ObjectivesResearch Objectives

• Find out more about the backcountry.com customer.

• Learn how customers feel backcountry.com is doing on matters that are important to them.

• Discover what makes backcountry.com customers loyal.

• Find which customers are loyal• Discover what makes customers promoters

MethodologyMethodology

• Net Promoter Score -

6,317 Surveys Sent

• 394 Surveys Completed

• Loyalty -

6,207 Surveys Sent

• 368 Surveys Completed

LimitationsLimitations

• BIASThe survey was sent directly from

backcountry.com. Customers first impressions about the survey would have been related to

backcountry.com.

• Customers may have responded in a manner that they felt would please backcountry.com.

• Customers may have based all responses off of their backcountry.com experience.

ResultsResults

•backcountry.com’s customer is:

•Male

•Age 26-54

•makes over $100,001 a year

PsychographicsPsychographics• 7.9% of Backcountry.com customers surveyed say they strongly agree they feel like a member of the backcountry.com family.

• 35% answered that they were neutral.

• 31% said they enjoyed challenging, but not risky activities.

•Backcountry.com customers said they are most passionate about hiking, camping, backpacking, and skiing.

Purchasing PatternsPurchasing Patterns•Make online purchases 1-3 times a month.

•Purchase outdoor gear 1-2 times a year.

•Passionate hikers are the most frequent online purchasers of outdoor gear.

•Passionate backpackers are also very frequent purchasers of online outdoor gear.

• Customer Level of Importance in an Online Shopping Experience (highest to lowest):

1)Accurate Info 2) Brands I Want, Selection of Gear, Lowest Price 3) Return Policy 4) Ease of Navigation 5) Easy Checkout 6) Shipping Options 7) Website Design

• How backcountry is doing

EvaluationsEvaluations

Evaluation if Backcountry Importance

ComparisonComparison

Why are people loyalWhy are people loyal

• Why customers say they are loyal

Membership ProgramsMembership Programs

• Level of Desire for Reward Programs (highest to lowest):

1) Rewards Program – Points, Just Give Me Better Service

2) Membership Program – Pay No Fee

3) Membership Program – Pay Small Fee

Who wants RewardsWho wants Rewards

• Passionate people are those who answered 6 or 7

• Campers

• Backpackers

• Males

What site is visited firstWhat site is visited first

• Passionate Hikers

• Passionate Backpackers

• Passionate Campers

• Passionate Skiers

Who Are Promoters?Who Are Promoters?

• Skiers

• Backpackers

• Campers

• Climbers

Detractors Passives Promoters

Backcountry NPS segments

0

20

40

60

80

Per

cen

t

Your first Purchase

with Backcountry.

com was

Excellent

Very Good

Good

First ExperienceFirst Experience

Net Promoter ScoresNet Promoter Scores

• Backcountry - 39.9

• Altrec – (-31.83)

• Moosejaw – (-9.6)

• REI – 18.8

RecommendationsRecommendations

1. Further research on a rewards program profitable, possibly under the horde, which allows customers to pay an annual fee and get rewards or to accumulate points to redeem them for merchandise.

2.Increase the emphasis on the first purchase, free gifts, follow-up calls, thank you emails or letters, quick fulfillment of orders.

3.Continue to put the brand names up on home page and allow for searching by brand.