Online speciality retailer Backcountry has announced the deployment of technology company First Insight’s consumer-driven Experience Management (XM) platform.
The voice-of-customer experience management platform is already enabling the retailer to make better and informed design and buying decisions for its own brand and other national brand products.
The platform was chosen following a broad market evaluation, noted the company.
Backcountry CEO Melanie Cox said: “Backcountry was looking for a partner that could help us achieve current strategic initiatives and had the experience and platform breadth to grow with us. After performing our due diligence, we determined First Insight was that partner.
“First Insight has a strong track record of delivering results in the sporting goods and outdoor sectors, and Backcountry will be leveraging that experience as we make First Insight an integral part of our go-to-market process.”
Backcountry sells outdoor gear and clothing. Its family of companies are Backcountry Gear & Apparel and Stoic, as well as Competitive Cyclist, MotoSport.com, Steep&Cheap and Bergfreunde.de.
According to the retailer, First Insight’s platform offers actionable insights on functions, such as product design and selection, pricing, white space analysis, brand value assessment and more.
In addition, First Insight proprietary value tracking capability provides a measurable return on investment.
First Insight CEO and founder Greg Petro said: “Backcountry is a leader in the outdoor space and is one of the fastest-growing online speciality retailers.
“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.”
Moreover, Backcountry revealed plans to open brick-and-mortar retail locations starting this May.