ATG to manage outdoor gear retailer Backcountry's family

09 Feb '10

3 min read

ATG (Art Technology Group Inc), the premier provider of cross channel commerce solutions, announced that online outdoor gear and apparel retailer Backcountry.com has selected market-leading ATG Commerce to power its family of destination sites for outdoor enthusiasts.

An online retailer of high-end outdoor gear, Backcountry.com offers more than 50,000 products —equipment, apparel, and accessories — from more than 400 brands. The ATG Commerce advanced personalization and Web content management solutions will enable Backcountry.com to provide innovative functionality, maximize sales conversions, more directly manage its online storefront, and streamline customer interactions. The platform will ultimately allow the company to rapidly improve its Web site functionality while increasing customer loyalty and providing a trend-breaking customer experience.

Backcountry.com was founded in 1996 by two-time Olympic Nordic ski jumper Jim Holland, and writer-entrepreneur John Bresee. The site, which offers a wide assortment of gear for backpacking, camping, skiing, rock climbing, kayaking, mountaineering, and more, has expanded aggressively every year since it was launched. To accommodate the company's projected growth, the Backcountry.com team decided to invest in new technology that would allow them to unify all of their individual store brands onto a single commerce platform to deliver a more consistent personalized shopping experience to customers.

By the end of 2010, all 11 sites operated by Backcountry.com—including RealCyclist.com, Bonktown.com, HuckNroll.com, Chainlove.com, SteepandCheap.com, Dogfunk.com, Tramdock.com, Brociety.com, WhiskeyMilitia.com, and DepartmentofGoods.com — are expected to be moved to the ATG platform

“In our industry, if you don't evolve, you will stagnate,” said Kelly Phillipps, CIO, Backcountry.com. “ATG's commerce platform will allow Backcountry.com to achieve our aggressive growth goals while offering a customized, cutting-edge experience to our devoted customers. Our employees are as passionate about providing the best customer service possible as we are about getting after it in the back country. Partnering with ATG will allow us to excel on the customer front, while we reach new summits as a business.”

ATG's highly flexible commerce platform will help automate and personalize the visitor experience for Backcountry.com, offering merchandising management, an integrated search solution, email and Web campaign management, and advanced online marketing testing capabilities to create relevant outbound marketing campaigns. ATG's personalization engine will allow Backcountry.com to manage dynamic customer profiles and segments based on their online shopping behavior.

“Backcountry.com has built some of the premier destination sites for outdoor adventurers and we are excited to partner with this innovative retailer,” said Nina McIntyre, ATG's senior vice president of marketing and chief marketing officer. “Backcountry.com is an extreme innovator that understands the business value of providing a more personalized and supportive cross-channel shopping experience. We look forward to working closely with them as they execute on their commerce strategy and continue to lead the industry.”

Backcountry.com is an online retailer of high-end outdoor gear and center for gear knowledge online.

Art Technology Group Inc

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