backcountry.com Survey Analysis

1
backcountry.com Survey Analysis

• By Matthew Berry
• Daniel Bradshaw
• Mark Browning
• Benjamin Cartwright
• Steven Renshaw

2
Research 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

3
Methodology

• Net Promoter Score -
• 6,317 Surveys Sent
• 394 Surveys Completed

• Loyalty -
• 6,207 Surveys Sent
• 368 Surveys Completed

4
Limitations

• BIAS
• The 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.

5
Results

• backcountry.coms customer is
• Male
• Age 26-54
• makes over 100,001 a year

6
Psychographics

• 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.

7
Purchasing 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.

8
Evaluations

• 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

9
Comparison
Evaluation if Backcountry
Importance
10
Why are people loyal

• Why customers say they are loyal

11
Membership 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

12
Who wants Rewards

• Passionate people are those who answered 6 or 7
• Campers
• Backpackers
• Males

13
What site is visited first

• Passionate Hikers
• Passionate Backpackers
• Passionate Campers
• Passionate Skiers

14
Who Are Promoters?

• Skiers
• Backpackers
• Campers
• Climbers

15
First Experience
16
Net Promoter Scores

• Backcountry - 39.9
• Altrec (-31.83)
• Moosejaw (-9.6)
• REI 18.8

17
Recommendations

• 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.