December 11, 2009, 12:00 AM

Backcountry tests a new online closeout store

Outdoor and action sports gear retailer has begun testing, its fifth new online store this year. Access is by invitation only for now, but the retailer plans to open the new outlet site to all shoppers in January.


Outdoor gear merchant has launched its fifth new online store this year, offering more than 400 brands of mountain equipment, outdoor products and action sports gear at But, for the time being, not everyone can access the deals on offer at the online closeout store.

Backcountry sent e-mail invitations to about 100,000 customers who placed an order on Backcountry’s family of sites within the last six months. Since the launch, the retailer has sent out another 40,000 e-mails to customers who have logged into the site, allowing each visitor to invite up to five friends to log-on to the site. Those who have not received an invitation can request a membership by entering an e-mail address on the outlet site’s home page, which proclaims “Full Price is Dead.”

Backcountry plans to open the new site to all shoppers by Jan. 15, at which time will replace the retailer’s current overstock site, The retailer felt the need to create an outlet site with a look and feel distinct from and one with a better selection of bike and action sports products than, says a Backcountry spokesman.

To generate buzz, plans to give away $150,000 in gear during the test phase. In addition, nearly 800 random shoppers have received a surprise gift just for joining, ranging from socks and T-shirts to kayaks and bikes. Also, the retailer waived payment for one in every 10 purchases made on the site up until last week.


comments powered by Disqus




From The IR Blog


Cynthia Price / E-Commerce

4 tips for improving email marketing results

Every piece of data you collect can help you serve your audience exactly what they ...


Bart Mroz / E-Commerce

How smaller retailers can utilize data as effectively as Amazon

Smaller companies have more constraints, but once they set priorities can still benefit greatly from ...

Research Guides