2005 sales at outdoor gear retailer Backcountry.com reached $52 million, up 88% over $27.4 million in 2004, the company reported today. The company has opened a 210,000-square-foot warehouse to handle the demand. The company says the warehouse was just one part of an extensive program to invest in infrastructure.
For 2006, Park City, UT-based Backcountry, No. 176 in the Internet Retailer Top 400 Guide to Retail Web Sites says its focus will be on the customer. “2006 is "The Year of the Customer,’” says president John Bressee. “There are enough shiny new toys for us, now we`re getting some serious religion about making the customer the center of our universe. We always thought we were showing them The Love, but we discovered some warts, some ways in which the customer wasn`t coming first, and now we`re out to change that.”
Adds Bressee, who is speaking at Internet Retailer Conference & Exhibition, June 5-7 in Chicago in a session entitled "Micro-Segmentation: The Internet Goes Where Stores and Catalogs Can`t": “This year, we`re saying to the crew, ‘Help us make our customers the kings and queens of Backcountry.com.’ We think we know how it`s going to go; if you focus 100% on the customer, the rest will follow.”
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