The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
BackcountryStore.com attributes the sales spike to its first direct mail catalog, overall growth of the online sporting goods market, the recovering economy and other new marketing initiatives.
November sales at ski and outdoor gear retailer BackcountryStore.com were 166% higher than November last year, the company reports. The growth was higher than expected, says John Bresee, vice president of business development. He attributes the sales spike to BackcountryStore.com’s first direct mail catalog, overall growth of the online sporting goods market, the recovering economy and other new marketing initiatives.
Among the other new marketing initiatives are a data sniplet generator the company developed for online affiliates; new marketing programs with Yahoo, Amazon.com and eBay; an improved newsletter and new categories to the store such as the paddle sports category and an expanded kids’ category.