Backcountry.com backcountry.com Survey Analysis By: Matthew Berry Daniel Bradshaw Mark Browning Benjamin Cartwright Steven Renshaw.

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Presentation transcript:

backcountry.com backcountry.com Survey Analysis By: Matthew Berry Daniel Bradshaw Mark Browning Benjamin Cartwright Steven Renshaw

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

Methodology Net Promoter Score - 6,317 Surveys Sent 394 Surveys Completed Loyalty - 6,207 Surveys Sent 368 Surveys Completed

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.

Results backcountry.com’s customer is: Male Age makes over $100,001 a year

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.

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.

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 Evaluations

Evaluation if BackcountryImportance Comparison

Why are people loyal Why customers say they are loyal

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

Who wants Rewards Passionate people are those who answered 6 or 7 Campers Backpackers Males

What site is visited first Passionate Hikers Passionate Backpackers Passionate Campers Passionate Skiers

Who Are Promoters? Skiers Backpackers Campers Climbers

First Experience

Net Promoter Scores Backcountry Altrec – (-31.83) Moosejaw – (-9.6) REI – 18.8

Recommendations 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 s or letters, quick fulfillment of orders. 3.Continue to put the brand names up on home page and allow for searching by brand.