Target and Toys R Us posted overall sales declines during the holidays.
Online marketing and word-of-mouth advertising drive 20th consecutive quarter of profits for BackcountryStore.com, an online retailer of outdoor gear.
In year-end results for 2002, outdoor gear online retailer BackcountryStore.com reported revenues that rose 132% over 2001. While privately held BackcountryStore did not disclose numbers, last year’s fourth quarter also represented its 20th consecutive quarter of profits, the company says.
CEO Jim Holland attributes continued growth to cost-effective online marketing and word-of-mouth advertising that drove increased customer confidence in the site. Those factors helped boost average order size and as well as increase the conversion rate over the past year, the company says.
“We invested resources in new technology, customer service, grass-roots marketing and a redesigned web site,” Holland says. “The payoff is that we are receiving larger orders as the site is more reliable and useful.” He reports that one customer equipped a ski trip with $5,600 worth of equipment using only the web site.