Profile of the Sample

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					        Backcountry.com
    Net Promoter Score Study
         February 2007




           Prepared for
Dustin Robertson and Jill Layfield
               By
           BYU-Idaho
 Integrated Marketing Emphasis




                                     1
Table of Contents

Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Objectives and Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Key Findings
       Profile of the Sample . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
       Backcountry.com Net Promoter Score . . . . . . . . . . . . . . . . . . . . 9
       Backcountry.com Promoters . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
       Backcountry .com Passives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
       Backcontry.com detractors ……… . . . . . . . . . . . . . . . . . . . . . . .17
       REI.com NPS and promoters . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
       Moosejaw.com PS and promoters . . . . . . . . . . . . . . . . . . . . . . . . 20
       Altrec.com NPS and Promoters. . . . . . . . . . . . . . . . . . . . . . . . . . 22

Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Appendix
      Verbatims . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25
      Questionnaire . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38




                                                                                                               2
Executive Summary


Backcountry.com has a positive net promoter score of 39 within their opt-in customer list.
This may be inflated given the opt-in nature of the sample. Those with 4 or more
backcountry.com purchases were more likely to be promoters.

An excellent first experience at backcountry.com is strongly associated with promoter status.
Given the critical nature of the first customer experience, care must be taken that any efforts
to reward repeat consumers does not detract from service given to first time customer.

In addition to the brand/product selection identified in the omnibus study, key loyalty drivers
are services related issues such as handling complaints or problems, fair return policy, fast
shipping, excellent product selection at a fair value. Backcountry received more positive
unaided comments related to service than their closest competitor, REI.com

Several verbatim comments identified the handling of a problem as either the reason for their
promoter status; if handled well they become more loyal; if not, they become less loyal.

There is an association between level of passion for hiking, camping, backpacking and
climbing and promoter status. Promoters are more likely to be heavily involved in one or
more of these sports.

Promoter status is not a function of level of intensity, I.e. risky/close to the edge activities.
Promoters come from all levels of intensity, from safe but challenging activities to risky
activities.

Passives and detractors mention lower prices as the best way to increase their promoter score;
other suggestions deal with very specific product selection issues, isolated customer service
failures, or a belief that there is nothing special about backcountry.com vs. other sites.

REI.com, also received a positive Net Promoter score, although lower at 13. REI.com
promoters, in addition to similar mentions of strong product selection and good service, often
mention the convenience of the brick and mortar option – free shipping, etc. One out of four
specifically mention the REI COOP membership program

Moosejaw.com promoters mention the personality of the website as a differentiator.




                                                                                                    3
Objectives

   1. Determine net promoter Score for Backcountry.com
   2. Identify key loyalty drivers for backcountry.com promoters
   3. Identify main cases for passivity among backountry.com passives
   4. Identify main issues for backcountry.com detractors
   5. Test the hypotheses that the first Backountry.com experience is a key determinant of
      repeat/loyal purchase behavior.
   6. Identify any demographic or behavioral tendencies of the backcountry.com promoter
      Identify key loyalty drivers for competitors’ promoters
   7. Identify key loyalty drivers for competitors’ promoters



Methodology

The data was collected from February 14-23. The e-mails were randomly drawn from
Backcountry.com’s opt-in customer e-mail list. Actual # of purchases was included along
with the e-mail to allow us to compare attitudes and behavior.

A total of 6,137 invitations were successfully sent for the Net Promoter Score survey, with
428 accessing the survey and 394 completed surveys.




                                                                                              4
Profile of the Sample
The Backcountry.com opt-in customer base is almost ¾ male, with a broad age distribution
esp. 26-54


                                                                   You are...
                                                                     Male
                                                                     Female




                    27.18%



                                            72.82%




            30.0%




            25.0%




            20.0%
  Percent




            15.0%
                                                28.7%
                                                          26.9%

                                                                    22.8%
            10.0%




            5.0%                                                                10.3%
                                    9.2%



                        0.8%                                                            1.3%
            0.0%
                      18 or under   19-25        26-34     35-44     45-54      55-64   65+

                                                     How old are you?




                                                                                               5
The most common income level is >$ 100,000; strongest regions include the Northeast and
the West.


             30.0%




             25.0%




             20.0%
  Percent




             15.0%

                                                                                                          26.4%

             10.0%                                    20.1%
                                                                         17.9%
                                                                                          15.2%
                                    12.0%
             5.0%
                      8.4%


             0.0%
                     $0-$20,000   $20,001-$40,000   $40,001-$60,000    $60,001-$80,000 $80,001-$100,000   $100,001 or
                                                                                                            greater

                                         Please Select Your Annual Income




             25.0%




             20.0%




             15.0%
   Percent




                                                                      24.2%
                     22.7%
             10.0%
                                   18.8%

                                                    14.4%

              5.0%                                                                  10.6%
                                                                                                                    7.7%


                                                                                                     1.5%
              0.0%
                      Pacific      Mountain         Central       Northeast        Southeast        Canada              Other
                                                                      Region




                                                                                                                                6
Outdoor Activities – Involvement and Intensity
Hiking and Camping, Backpacking and Skiing are the outdoor activities the opt-in
backcountry.com consumers are most involved in

                                                     Level of Passion
                                                     Statistics : Mean
                                                      4.72
                                                                4.55
  Values 1= never, 7 = Every Chanc e I Get



                                                                         4.07     4.04

                                             4.00



                                                                                           2.91
                                                                                                      2.69
                                             3.00
                                                                                                               2.34



                                             2.00




                                             1.00




                                                      Hiking         BackPacking    Kay aking/Canoeing Snowboarding
                                                               Camping           Skiing           Climbing

                                                                             Variables

. The level of intensity with which they engage in activities looks like a standard bell curve,
with the most common answer being challenging but not very risky.


                                             30.0%
       Percent




                                             20.0%


                                                                                                       31.4%
                                                                                                                       25.2%
                                             10.0%
                                                                                         21.9%


                                                                            9.3%                                                       8.7%

                                             0.0%
                                                               2.1%                                                                                  1.5%
                                                               I like the  Nothing very Some easy,       Often        Sometimes      Often close      Other
                                                             outdoor look, challenging some more      challenging     close to the   to or on "the   (please
                                                              but rarely                challenging   but not very       edge            edge"       specify)
                                                              engage in                                   risky
                                                               outdoor
                                                               activities



                                                                             Level of intensity of your outdoor activities




                                                                                                                                                                7
Purchases from Backcountry.com

               50.0%




               40.0%




               30.0%
  Percent




               20.0%
                                      41.79%

                                                                      33.08%

                                                                                                      25.13%
               10.0%




                0.0%
                                   One Purchase                     2-3 Purchases                   4+ Purchases

                                                      Backcountry Purchase Behavior




Purchases from Competitors
Nearly ¾ of the sample also has purchased from REI.com.

               80




               60
  Percentage




               40
                                                                                                 73.1




               20

                                   29
                                                                  21.8


                0
                       Have you ever purchased from    Have you ever purchased from   Have you ever purchased from
                                altrec.com?                  moosejaw.com?                      REI.com?




                                                                                                                     8
Backcountry.com Net Promoter Score

                                 Backcountry.com Net Promoter Score: 39

            40.0%




            30.0%
  Percent




            20.0%
                                                                                         37.
                                                                                         7%




                                                                           21.
            10.0%                                                          8%
                                                                                 15.
                                                                                 6%
                                                                     10.
                                                                     8%
                                                              7.5%
                                                       3.8%
                                  0.5%   0.5%   1.3%
            0.0%    0.3%
                    Not at all      2     3      4      5      6      7     8     9    Extremely
                     Likely                                                              Likely


                     How Likely would you recommend to a friend - backcountry.com




53.3% Promoters - 13.9% Detractors = 39.4




                                                                                                   9
Best Predictor of Promoter Status: First Experience with Backcountry.com




                                                                              bcnps
             100.0%
                                                                              Detractors
                                                                              Passives
                                                                              Promoters

             80.0%




             60.0%
   Percent




             40.0%                80%



                                              54%
                                        46%
             20.0%          39%                           37%


                      17%                           19%
                                                                7%
              0.0%                                                     1%
                        Excellent         Very Good             Good

                      Your first Purchase with Backcountry.com was




80% of promoters had an excellent first experience with Backcountry.com. Note that no one
in the sample said their first experience was negative. But To earn promoter loyalty,
excellence is required.




                                                                                           10
Promoters: Why are you likely to Recommend (unaided, open-ended)
                                                                                   Backcountry.com Promoters: Reasons Why

                                                 70.0%

                                                                                                                                    63.4%

                                                 60.0%       58.4%
  Percent ( compiled from open-ended responses




                                                 50.0%
                                                                                       44.1%                                                Good Value
                                                                                                                                            Friendly Staff
                                                 40.0%                                                                                      Knowledgable Staff
                                                                                                                                            Fast Shipping
                                                                                                                                            Easy to Buy
                                                                                                                         31.2%
                                                                                                                                            Product Info
                                                 30.0%                                                                                      Handle Problems/Complaints
                                                                                                                                            Good Service (general)
                                                                                                                                            Good Selection
                                                                                                19.8%
                                                 20.0%
                                                                               14.9%
                                                                                                                 11.9%
                                                                                                        10.4%
                                                 10.0%                 7.4%



                                                 0.0%
                                                                                                  1
                                                                     Why are you Likely to recommend Backcountry.com to a friend?


Confirming our findings from the aided loyalty question in the omnibus survey, Good
selection was the number one reason given for Promoter’s likelihood to recommend to a
friend. Good value was second and Fast Shipping was third. Adding all service related
categories (friendly, knowledgeable, handle problems and general service), Service is
actually the #1 reason – 65.4%.

Some of the more descriptive comments are provided here; all are provided in the appendix:

                                                  Fantastic website that includes gear reviews from other customers, competitive pricing, live
                                                   help feature and extremely fast shipping.

                                                  The customer service was excellent they helped me a great deal with a shipping problem.

                                                  Fast shipping. Good customer service (fix problems with orders). Often good prices.

                                                  Good service, great collection of gear, helpful reviews, ease of returns, reasonable pricing,
                                                   easy to navigate site.

                                                  Quick shipping, great prices, and I actually called one of your gear experts and got great
                                                   advice about the fit of a shoe.

                                                  They seem to always have what I am looking for, and I am consistently impressed by the
                                                   customer service I receive.

                                                  Customer reviews. Selection of quality gear. Possibilities of sales. Change of return policy
                                                   to similar to REI.




                                                                                                                                                   11
Backcountry Promoters: Demographics/purchase behavior
Backcountry Promoters skew toward under 45); detractors are more likely to be 45+.
                                                                               How old are you?
                                                                                  18 or under
                                                                                  19-25
                                                                                  26-34
            60.0%
                                                                                  35-44
                                                                                  45-54
                                                                                  55-64
                                                                                  65+
  Percent




            40.0%




            20.0%




            0.0%
                     Detractors            Passives          Promoters

                                  Backcountry NPS segments




Promoters have purchased more from
Backcountry.com
                                                                                   Backcountry NPS
            60.0%                                                                     segments
                                                                                       Detractors
                                                                                       Passives
            50.0%
                                                                                       Promoters




            40.0%
  Percent




            30.0%


                    50% 50%

            20.0%
                                                      34%                33%
                                  32%     31% 32%

            10.0%                                            19%
                                                                   17%



             0.0%
                     One Purchase          2-3 Purchases       4+ Purchases

                              Backcountry Purchase Behavior




                                                                                                     12
Promoters are more active backpackers, campers, hikers and climbers.
                                                                             BackPacking
            80.0%
                                                                           Don't Participate
                                                                           2
                                                                           3
                                                                           4
                                                                           5
            60.0%
                                                                           6
                                                                           Every Chance I Get
  Percent




            40.0%




            20.0%




            0.0%
                    Detractors            Passives          Promoters

                                 Backcountry NPS segments




                                                                                 Camping
            80.0%
                                                                              Don't Participate
                                                                              2
                                                                              3
                                                                              4
                                                                              5
            60.0%
                                                                              6
                                                                              Every Chance I Get
  Percent




            40.0%




            20.0%




             0.0%
                     Detractors             Passives           Promoters

                                  Backcountry NPS segments




                                                                                                   13
                                                                               Hiking
                                                                           Don't Participate
                                                                           2
                                                                           3
          60.0%
                                                                           4
                                                                           5
                                                                           6
                                                                           Every Chance I Get
Percent




          40.0%




          20.0%




           0.0%
                   Detractors             Passives          Promoters

                                Backcountry NPS segments




                                                                           Climbing
                                                                        Don't Participate
                                                                        2
                                                                        3
          60.0%
                                                                        4
                                                                        5
                                                                        6
                                                                        Every Chance I Get
Percent




          40.0%




          20.0%




          0.0%
                  Detractors            Passives          Promoters

                               Backcountry NPS segments




                                                                                                14
Promoters: Level of intensity of Outdoor activities
Promoters come from all levels of intensity. There is a slight skew towards edgier, but it is
not statistically significant.


                                                                                                                       Backcountry NPS
             40.0%
                                                                                                                          segments
                                                                                                                           Detractors
                                                                                                                           Passives
                                                                                                                           Promoters
             30.0%
   Percent




             20.0%




             10.0%




             0.0%
                       I like the  Nothing very Some easy,       Often       Sometimes      Often close      Other
                     outdoor look, challenging some more      challenging    close to the   to or on "the   (please
                      but rarely                challenging   but not very      edge           edge"        specify)
                      engage in                                  risky
                        outdoor
                      activities




                          Level of intensity of your outdoor activities




                                                                                                                                    15
Backcountry Passives: What Could Backcountry.com do to increase their likelihood of
recommending to a friend? (unaided, open-ended)
                                                                                            Passives - Suggestions

                                                 40.0%


                                                            35.0%
                                                 35.0%
  Percent (compiled from open-ended responses)




                                                 30.0%
                                                                                                                                             Price Decrease
                                                                                                                                             Location
                                                 25.0%                            24.3%                                                      Improve Selection
                                                                                                                                             No way to improve
                                                                                                                                             Improve Marketing
                                                 20.0%                                                                                       Faster Shipping
                                                                                                                                             Safer Transactions
                                                                                                                                             Free Returns
                                                 15.0%                                                                                       Track Shipping
                                                                                                                                             Better search/navigate
                                                                                                                                             More Info/content
                                                 10.0%                     9.3%
                                                                                                                              7.9%


                                                 5.0%               4.3%                  4.3%
                                                                                                 3.6%
                                                                                                                2.1%                  2.1%
                                                                                                        1.4%
                                                                                                                       0.7%
                                                 0.0%
                                                                                                   1
                                                                    How could Backcountry.com increase your liklihood to recommend?


Not surprisingly, the moist commons response from passives was to reduce prices. The next
most common response was that there was nothing to improve. These people have no
complaints but aren’t as motivated to pass the word along. Some verbatim comments for
each of the specific areas for improvement:

Improved Selection/inventory
                                                   The climbing harness I got was out of stock, when a new shipment got in, I had the wrong
                                                    size, and there was no more of any other sizes. It made it hard to exchange, and I had to
                                                    have the money refunded.
                                                   More variety of inventory, particularly sizes - I have a hard time finding the size that I want.
                                                   better size selection, talls
                                                   What I originally wanted was not in stock at the time of my order, so I had to order something
                                                    else.
                                                   Have more variety in climbing equipment. I once had a problem about an item not being a
                                                    stock and a very complicate mix-up afterwards. But well... you should sell more variety of
                                                    climbing hardware and shoes.

Better Search/navigation within site:
                                                   Better pics. More detailed, maybe different views of items.
                                                   site somewhat difficult to navigate
                                                   better search interface
                                                   It would be great if on the website there was a better way to compare products without having
                                                    to go to each individual page

Improved Marketing
                                                   Be more like Moosejaw.com, They recycle boxes, etc are generally very fun to deal with and
                                                    have OK prices.
                                                   I would have to remember it... The little goat sticker is cool and will help me.

                                                                                                                                                         16
Backcountry.com Detractors: Why aren’t you likely to recommend Backcountry.com?


                                                                               Backcountry.com Detractors - Reasons Why

                                                 30.0%

                                                                26.9%                                                         26.9%


                                                 25.0%
  Percent - compiled form open-ended responses




                                                                                                                                      Product Unavailability
                                                 20.0%
                                                                                                                                      Pricing
                                                                                                                                      Too much push
                                                                                                                                      They don't buy online
                                                                                                                                      I don't recommend anything
                                                 15.0%
                                                                                                                                      Service issues
                                                                                                                                      Competition is better
                                                                                                                                      Distance/Location
                                                         9.6%                   9.6%   9.6%                                           Not Sure
                                                 10.0%
                                                                                                                                      I would recommend
                                                                                                                       7.7%

                                                                                                  5.8%   5.8%
                                                 5.0%                                                           3.8%

                                                                        1.9%


                                                 0.0%
                                                                                              1
                                                                 Why wouldn't you recommend backcountry.com to a friend?


The most common reason given by detractors was pricing. About ¼ of the detractors
protested that they would indeed recommend backcountry, but they score they gave was
under 7, so they are classified as detractors. Other said they generally don’t recommend
anything, or their friends don; t buy online.

Other than pricing, the common concerns were related to product availability, service, or the
feeling that competition is better:

Product Unavailability
Many items are not available to Canada so it's difficult to buy gear from them
You don't carry items that we use for guiding and packing.
limited choices

Service
Not as good return policy
I had trouble with a customer service person who didn't understand the discount being offered. He
wouldn't admit to being wrong

Competition
There are many retailers of outdoor gear; backcountry.com is nothing special.
Prefer REI and Eddie Bauer
Too many choices




                                                                                                                                                      17
REI.com Net Promoter Score

                                   REI.com Net Promoter Score 18.8

             30.0%




             25.0%




             20.0%
   Percent




             15.0%

                                                                                       25.6%


             10.0%
                                                                      18.9%
                                                              16.5%           16.1%


             5.0%                               9.5%   9.8%



                                         2.1%
                      0.4%        1.1%
             0.0%
                     Not at all    3      4      5      6       7       8       9     Extremely
                      Likely                                                            Likely

                              How Likely would you recommend to a friend - REI.com




41.7% promoters – 18.8% detractors

Given this sample was taken form an opt-in backcountry.com customer list, this NPS is
understated. The purpose of running this analysis was to look at the open-ended comments
from their promoters – to understand their strengths.




                                                                                                  18
REI.com Promoters – Reasons Why

                                                                                       REI.com Promoters - Reasons Why

                                                 60.0%
                                                                      56.7%



                                                 50.0%
  Percent - complied from open-ended responses




                                                 40.0%                                                                                           Good Prices
                                                                                                                   36.7%                         Product Selection
                                                              34.2%                                                                 34.2%
                                                                                                                                                 Return Policy
                                                                                                                                                 Knowledgable Staff
                                                 30.0%                                                                                           Website
                                                                                                                            25.8%                Prompt shipping
                                                                                                                                                 Good Service
                                                                               20.0%                                                             Membership
                                                 20.0%                                                                                           Brick and Mortar




                                                 10.0%
                                                                                         5.8%    6.7%
                                                                                                          3.3%

                                                 0.0%
                                                                                                   1
                                                                          Why are you likely to recommend REI.com to a friend?


Similar to Backcountry.com, product selection is the most common reason why they would
recommend rei.com to a friend. Good service, Good prices and the advantages of a Brick and
mortar store nearby were also key drivers. There were, however, fewer total service
mentions here compared to Backcountry.com. (42.5% REI vs 65.4% backcountry)

Their Membership program was mentioned by 25.8% of the promoters.

Some comments from REI.com promoters:

                                                  great service, they have a store close so I don't have to pay shipping I can pick it up
                                                  They have an amazing return policy. It seems they care more about the customer than
                                                   making money. I appreciate that, so do a lot of shopping there.
                                                  REI membership. Receiving a yearly dividend based on purchases is great. Also, REI's return
                                                   policy is second to none.
                                                  Easy to use website, cost, selection, and as always, the unmatched level of customer service
                                                  Extensive selection of goods, physical stores nearby, free shipping to stores, excellent return
                                                   policy.
                                                  All same reasons as Backcountry.com. Plus, I can go into the store, try stuff on, and get
                                                   instant exchanges. Their no questions asked return policy is awesome. They seem to have
                                                   bigger sales on brands like Mountain Hardware and Black Diamond.
                                                  Off brand/rei products are similar quality and more reasonably priced. Also have an REI
                                                   store in area. I like to see and feel the gear before purchasing
                                                  Membership is inexpensive and members get dividends. REI always has sales and always
                                                   offers discounts. REI has an excellent return policy. REI has a reasonably broad selection of
                                                   gear.
                                                  The gear from REI has a lifetime warranty. Any problems, just bring it back to the store. REI
                                                   has a very good customer service policy.
                                                                                                                                               19
Moosejaw.com Net Promoter Score



                                  Moosejaw.com Net Promoter Score -11

             20.0%




             15.0%
   Percent




             10.0%                                                   20%

                                                                                   16%
                                                               14%
                                                         13%
                                                                            12%
             5.0%                                  11%



                                   5%
                      4%                4%
                                              2%
             0.0%
                     Not at all    2     3    4     5     6     7       8    9    Extremely
                      Likely                                                        Likely


                         How Likely would you recommend to a friend - moosejaw.com




Only 22% of the sample had purchased at Moosejaw – only those with purchase experience
were asked the NPS question. Among this opt-in list of backcountry.com customers,
moosejaw has a negative NPS score:

28% promoters – 39% detractors.




                                                                                              20
Moosejaw.com Promoters – Reasons Why


                                                                                     Moosejaw.com Promoters Comments

                                                 70.0%




                                                 60.0%           58.3%
  Percent (compiled from open-ended responses)




                                                 50.0%


                                                                             41.7%                                            41.7%
                                                                                                                                        Price
                                                 40.0%                                   37.5%                                          Product Selection
                                                                                                                                        Personality of Site
                                                                                                                                        Easy to Shop
                                                 30.0%                                                                                  Prompt shipping/service
                                                                                                                                        Good service


                                                 20.0%
                                                                                                                  16.7%



                                                 10.0%                                                8.3%




                                                 0.0%
                                                                                                  1
                                                                      Why are you likely to recommend Moosejaw.com to a friend?




Moosejaw.com promoters (24 people) cite pricing as the most common responses as to why
they would recommend to a friend. Product selection and service follow. A significant 37%
specifically mention the personality of the site in some way.

Personality comments
                                                   They do a great job and have a fun site. Good gear and deals. Entertaining ads and info.
                                                   Funny friendly good price
                                                   Very fun company, great catalog with witty ads and copy. You should work with ubiquity
                                                    design to help you gain more success.
                                                   Their brand, and their customer experience has a great personality.
                                                   Fun, upbeat, fast, competitive, great website
                                                   A great sense of humor! I enjoy the attitude the site and employees convey. Decent pricing
                                                    with good promotions.




                                                                                                                                              21
Altrec.com Net Promoter Score information



                              Altrec.com Net Promoter Score -31

             20.0%




             15.0%
   Percent




             10.0%
                                                    19%

                                                                    17%
                                                                            16%
                                                            14%


             5.0%
                                                                                    9%       9%
                                            7%
                                    5%

                             3%
                     1%
             0.0%
                      0       2       3       4       5       6       7       8       9    Extremely
                                                                                             Likely


                          How Likely would you recommend to a friend - altrec.com




18% Promoters – 49% Detractors

Only 29% of the sample had ever purchased at Altrec, and of that group, only 18%, or 20
people, are promoters. Selection, Service and price were the common reasons given by
promoters.

Here’s a verbatim that captures most everything:
free shipping on orders over $45 which is easy to obtain with my level of purchases; easy returns for
NO CHARGE -- fantastic. I will often buy something which I am not sure about keeping just because
I could return it for free. Often, I keep the item anyways!; Good sale prices and promotions


                                                                                                       22
Conclusions
    Backcountry.com has a positive net promoter score of 39 within their opt-in customer
      list. This may be inflated given the opt-in nature of the sample. Those with 4 or more
      backcountry.com purchases were more likely to be promoters.
    An excellent first experience at backcountry.com is strongly associated with promoter
      status. Given the critical nature of the first customer experience, care must be taken
      that any efforts to reward repeat consumers does not detract from service given to
      first time customer.
    In addition to the brand/product selection identified in the omnibus study, key loyalty
      drivers are services related issues such as handling complaints or problems, fair return
      policy, fast shipping, excellent product selection at a fair value. Backcountry received
      more positive unaided comments related to service than their closest competitor,
      REI.com
    Several verbatim comments identified the handling of a problem as either rthe reason
      for their promoter status; if handled well they becomemore loyal; if not, they become
      less loyal.
    There is an association between level of passion for hiking, camping, backpacking
      and climbing and promoter status. Promoters are more likely to be heavily involved in
      one or more of these sports.
    Promoter status is not a function of level of intensity, I.e. risky/close to the edge
      activities. Promoters come from all levels of intensity, from safe but challenging
      activities to risky activities.
    Passives and detractors mention lower prices as the best way to increase their
      promoter score; other suggestions deal with very specific product selection issues,
      isolated customer service failures, or a belief that there is nothing special about
      backcountry.com vs. other sites.
    REI.com, promoters, in addition to similar mentions of strong product selection and
      good service, often mention the convenience of the brick and mortar option – free
      shipping, etc. . 1 out of four specifically mention the REI COOP membership
      program
    Moosejaw promoters mention the personality of the website as a unique
      differentiator.




                                                                                           23
Recommendations:

      Future NPS surveys should be conducted as part of operations – surveys sent
       randomly after purchases, to get a more valid benchmark and an ongoing measure of
       NPS improvement. This would be a more accurate read given they would be sent to
       all purchasers, not just opt-in.

      Backcountry should analyze the profitability of the members of this sample based on
       their purchase history (did they only buy specials, etc.) and re-run the numbers after
       segmenting the sample based on profitability of prior purchases. Our hypothesis is
       that the passives and detractors are less profitable in that they are more likely to seek
       deals; therefore efforts to attract them with points systems, etc could erode
       profitability.

      REI.com’s structural advantage of having brick and mortar could be offset by liberal
       shipping/return policies. Backcountry might consider special shipping status for
       qualifying loyal customers to deflect the REI benefit of free shipping to the store.

      In considering a possible membership program, emphasis should be on special
       treatments rather than free merchandise. Many current promoters feel they are getting
       a good value already. These special treatments should not be at the expense of the
       first time buyer. The goal would be to build a sense of community; the other study
       run concurrently indicated that even repeat consumers do don’t feel much of a sense
       of community with Backcountry.com.

      Future promotions should bear in mind the varied level of intensity of the promoters.
       Not all of them want to throw themselves off a cliff. Rather they want to get out as
       often as they possibly can. Given the “every chance I get” nature of the promoter, the
       marketing department should consider what backcountry.com can do to cater to this
       extremely active group.

      Some consideration should be given to the isolated comments given in the verbatims
       from the passives. Consideration should be given to availability of sizes. Relatively
       few positive comments were elicited about the website itself. Perhaps some
       improvements can be made.




                                                                                              24
APPENDIX

Backcountry.com Promoter verbatims.
great product
selection
Service is good, friendly, and fast. They also have good deals.
QUALITY,PRICING
Nice stuff. Good prices.
Fast shipping. Good customer service (fix problems with orders). Often good prices.
quick delivery&LF;high quality items
reliable gear. Friendly staff.
Quick shipping, great prices, and I actually called one of your gear experts and got great advice
about the fit of a shoe.
My purchase was as expected and received in a timely manner.
good products, good service
Good service, prices
great organizational interface, easy to browse, good search engine, decent prices, able to see
stock available, free shipping, customer service response is very quick
#1 Selection&LF;#2 Desent prices
good sales, good service, good selection, website is easy to navigate. seems to be run by
people who enjoy the outdoors and the products they are selling.
I bought an avalanche gear combo many years ago and I remember getting a great deal on it,
fast shipping, and good advice and support regarding the beacon.
vast selection, good prices, ships quickly
Large selection of products, web-site very user-friendly, product reviews, good customer
service.
Choice, price and ease of use of the site
I called the store directly from overseas to place a large order, the person I spoke with took
everything down verbally, helped me with alternative choices, and I received my exact order
within days
service
Easy and good price
good selection, service. good sales
Great selection and proces
price and service
The price, quality, service (phone salesperson was excellent)and selection.
good selection&LF;sale prices&LF;good service
Great service and good prices
Good prices on items that are hard to find in retail stores.
Good service, easy website to explore and great exchange/return policy
Backcountry has excellent service. I purchased items using their free :10-14 day" shipping and
received them with 3 days. Their prices are a little higher than campmor.com though.
Great service and free shipping over $50.00. Large selection of items to choose from.
good deals, large selection, good web interface
good service&LF;free shipping&LF;competitive prices&LF;good selection
The product, Big Agnes sleeping bag was awesome, and reasonably priced.
Easy access, good product information, inspirational site, good variety of gear. Easy to
navigate the site. ALL good...
Good products, good price and sales. Fast delivery.
You can buy items, which are sometimes hardly to find in europe.
Because when things have gone wrong (either wrong size/color sent or USPS messed up
order) Backcountry was very helpful in resolving the problem.
Cheap and quality.
they are active in outdoor sports and would probably purchase something from the web site.
selection and quality in merchandise,&LF;good customer service
good products&LF;good prices&LF;quick delivery
good cust service. competitive prices, variety of products that are in stock (at least by the

                                                                                                    25
quantity on hand)
Selection&LF;Price
Great prices on good quality products. Easy transaction, fast shipping.
good products&LF;great shipping&LF;great advice&LF;good prices
Price- since it was the cheapest when searched in the internet.&LF;Delivery and exchanging of
products.
Gear selection and availability. Pricing and ease of ordering.
Service was good and fast and the price was nice. Most important for me is the free postage to
APO addresses and the deals on Steep and Cheap
Great selection, excellent customer service.
it has all of the things that I use and like for the sports I participate in. its all in one place and is
easy to find.
Very extensive inventory of products. Quick shipping procedures.
great place to get info and the support is great.
good selection, easy to shop and price.
Large selection of products, good customer service
Large selection; Easy web interface; good prices; international delivery.
Good selection. Free shipping option.
a very careful service at each purchase level.
low shipping costs
great prices and service
excellent selection including harder to find items, reasonable prices and regular sales
Good selection of quality gear. Great pricing and service.
Relatively cheaper than competitors
Fantastic website that includes gear reviews from other customers, competitive pricing, live
help feature and extremely fast shipping.
Good price, good selection, last time there was no sales tax for purchases in Utah, product
delivered on-time, used to be able to go to the warehouse to make purchases and see gear
before buying it.
user friendly, great service and products.
good valve&LF;superior service&LF;semi local to where I live&LF;quality products
fast, efficient, competitive prices
The customer service was excellent the yhelped me a great deal with a shipping problem.
Excellent selection, knowledgable staff, fast service.
Knowledgeable staff...EXCELLANT SERVICE.
good webpage, good prices, easy buying experience
Fair price, good products, free shipping.
they work well with you
Excellent products with excellent service
Good prices, good customer service, excellent selection.
I think that they have great prices and selection and I had a good experience shopping with
them.
Good service, great collection of gear, helpful reviews, ease of returns, reasonable pricing,
easy to navigate site.
Good gear; honest opinions; timely service; decent prices.
They have the gear I want, usually at a better price than others, and shipping is quick, and not
too overpriced for handling.
Great service, great products, great support, speedy delivery.
Very good products and service
Great prices and selection
Service, quality, price and knowledgeable staff.
huge selection, great prices, fast shipping
They seem to always have what I am looking for, and I am consistently impressed by the
customer service I receive.
Good gear, good prices, good shipping, no problems.
Good selection and Value. Easy to navigate web site. Quick and consistent. No problem on
returns.
each time i ordered i had a question about the item and was answered very nicely and
                                                                                                            26
knowledgeably (spelling).
Competitive prices, great service, easy return policy & wide selection of goods
Sometimes you have a good sale and free shipping.&LF;You service and shipping are efficient.
I like the selection of merchandise and the value
SELECTION, EXCELLENT WEBSITE (ONLY DOWNSIE FRO EUROPEAN CUSTOMERS :
HIGH SHIPPING COSTS)
First class outdoor clothing and equipment
The attendents were very freindly, the costs are ok and the delivery was done just on time.
I would recommend Backcountry.com because of the products carried, customer service, and
reasonable prices.
Customer reviews. Selection of quality gear. Possibilities of sales. Change of return policy to
similar to REI.
Excellent experience with all my purchases. Knowlegeable and accessible staff through the
online chat feature.
Top quality brands/gear; low prices; easy to find what I want (web site is intuitive, I particularly
appreciate the "related products" recommendations so I can explore the market more
thoroughly, without having to determine which products are in the same class); easy returns (I
have done this once); thorough explanations of products and lots of pictures of each product; I
could go on but I should be working
good service, good gear selection, quick
They carry the best gear and there are always deals.
quality products, good customer service, reliable shipping, safe website
Had a problem with my last order (Dakine bag sent was used)- rectified within 24 hours (new
bag delivered Sat). Excellent cust service
I have had excellent experiences. Good prices, fast shipping.
High quality merchandise and excellent service.
I can get nearly everything i want and what i would not get in austria
quality goods and service!
Easy website. Refunded tax in Utah. Good sales.
steepandcheap.com, which is associated with backcountry, sells gear for really cheap, and they
shipped it very quickly.
I have had a very good experience with everything I have purchased and the prices are very
reasonable
They have in stock: only the best brands. They realize order in the shortest time, no matter you
are. You receive purchased good only in excellent condition. You can feel unstress buying in
backcountry.com!
ski helmet
Staff is friendly,knowlegable, speak perfectly good English plus they are couteous. Not like Dell
Computer! You don't get to talk to a call centre from Patistain where you cannot understand
what they are saying and they don't what you are saying. To me I will not buy any products
where they have call centers in far off places etc India or where ever.
great products and good prices, customer service was helpful
Selection, price, good experience
Good selection and good sale prices
Excellent selection of merchandise, quick shipping convenient returns
1. Prices&LF;2. Huge selection&LF;3. Online chat with a gear specialist who obviously uses the
gear I ask about. &LF;4. Return Policy. If I get a pair of ski boots and they don't fit, I can send
them back. My local ski/outdoor shop won't even do that for me. &LF;5. Telemark skiing
selection, and user/buyer comments.
good prices, selection and service
the site is very easy, good selection, cheap prices
price, service, shipping
great service&LF;great inventory - high quality
Very good selection, great prices, fast friendly service
merchanidise offered&LF;extremely fast shipping
na
Great customer service and support&LF;Great products and prices
I have bought all of my running/hiking shoes from backcountry.com over the past 4 yrs. Good
selection of product, super-fast delivery (I live in Colorado, which may help, website is easy to
                                                                                                       27
navigate.
Good prices and customer service. Website is easy to navigate and research gear.
Excellent selection, excellent service and good prices. I like the feel of the site and know right
away the people behind it are passionate about the outdoors and actually use this stuff.
They offer great service and free shipping on most items. They have a great selection and
range of outdoor gear and some of the best sale prices on the market. The website is layed out
in a clean and easy to navigate format.
Good People, fast shipping, good quality equipment.
I got what I wanted in a timley fashion
I bought a great pair of snowboard boots and being from chicago the selection is very limited.
Backcounty gives me access to a great selection of gear.
good service, good price
Good selection, good reviews, and extra fast turn-around time
Great deals and selection, free shipping ($50+), and the absolute best customer service
around!
I have found some very good deals on backcountry.com, often the prices are significantly less
than other web sites.
I got everything I ordered quickly. And the website is fun to search for gear on.
They were correct with the order and quick to send it.
good selection&LF;good website&LF;free shipping
Good prices, good selection, quick shipping.
great service, you can speak to a human if you have a question
They have all the name brand gear that I want and expect a store to have. Plus they are
reasonable in price with fast turnaround service.
good prices the gear i need (backcountry sking) great service
Good service and prices. Pretty good selection.
Good selection, fair prices, fast shipping. Reliable service and easy returns.
Excellent service, good price, easy to browse and look for items on backcountry.com.
Close, right here in valley. Good service. Good value. Ability to visit showroom and try items on,
save on shipping, etc.&LF;Great staff, good product offerings. All around excellent.
The selection is excellent, the prize is verey good and you get your delivery fast. What could
you possibly want more?
great website & customer service is second to none
You offer great prices, free shipping at a certain point and have great experts to answer
questions. I also like the reviews, which help me make my final decision./
great prices&LF;quick shipping&LF;superb customer service
friendly staff, helpful, online support, free shipping, SUPER return/exchange program, customer
review option...all in all my go-to online store.
1. very good Offers&LF;2. fast and excellent supply&LF;3. good prices
good service on the phone&LF;easy return in one case&LF;fast delivery
good service, good stuff
1) Wide selection&LF;2) Personal experience with trouble/hassle free refunds&LF;3) Efficient
website&LF;4) Reasonable prices&LF;5) Good sales prices
The brands they have are really good and they have good prices and good sales. The gear
arrives soon even if when the shipping is free.
great customer service, online chat is helpful, SteepAndCheap
I got what I wanted fast and the one time I had to exchange an item it was no hassel.
service selection
Great prices&LF;Great service&LF;Reliable website
Good gear selection excellent prices, good desciption of products.
Fast at sending the gear to me
Good choice, website friendly, great prices, efficient and cost effective shipping, friendly
customer service
variety of merchandise, ease of ordering
Good prices, fast service, friendly and informative website and followup emails.
Reliable&LF;Good tech help&LF;Good when needed to return item
Good prices, great selection, quick shipping and very helpful customer service.
I found everything I was looking for at a great price. Everything was shipped to me very

                                                                                                     28
quickly, and I found that Backcountry.com was very helpful.
Good and easy website. Great selection & inventory.
I am happy with the one purchase that I've made. I've shopped for other things without making
a purchase but the selection of products is good. You did not have the ski bindings I wanted to
go with the ski's I was going to but so I made this purchase elsewhere. I did recommned the sit
to a friend yesterday because you had both the skis and bindings he was looking for.
large selection.
Great gear, great prices, helpful customer service
free shipping on orders over $49&LF;good sales&LF;excellent customer representatives who
are knowledgeable and offer practical advice&LF;Easy returns, but you have to pay for shipping
back. Therefore, I order only what I really think I will keep -- no extras or maybes.
Excellent price with prompt delivery
great service, delivery and price
The service was excellent, delivery prompt and no hassle with exchange.
selection is tremendous; pricing is fair
wide selection, good prices especially when on sale, and it has equipment/clothing for serious
trips, not just recreation, like REI.
The products have delivered on my expectations, and with good value.
Good service plus merchantdise
Customer service is excellent. Fair prices, and fast shipping.
Always have had what I was looking to buy.
The prices were excellent. The selection is good. The customer service also excellent. I had
items I had to return for refund and those for exchange and both were handled very quickly and
effeicently.
great customer service - returned an item and they split the shipping fee to get it to me in time.
lots of selection and deals. great customer service & knowledge. and they started
Steep&Cheap.com which is the great thing ever!
Easy to navigate website, great prices, great selection, easy ordering.
same as altrec...and sales are very good.
Great products, prices and people!
easy fast service, great products, helpful assistance, easy returns
great shipping, quick and free
good products...fast delivery
good service, easy..
The selection is excellent, prices are great, shopping is quick and convenient.
Reviews, prices
Deliver to outside U.S is very fast.
They have great stuff!!!!
easy website to browse. Quick turnaround time from order to receive date.
VERY KNOWLEDGEABLE, EASY TO DEAL WITH ESPECIALLY THE RETURNS
Great quality products, excellent descriptions, and very useful sizing charts.



Backcountry.com Passives Verbatims – what could bc do to improve their likelihood to
recommend?

The climbing harness I got was out of stock, when a new shipment got in, I had the wrong size,
and there was no more of any other sizes. It made it hard to exchange, and I had to have the
money refunded.
Probably nothing except perhaps lower prices than competitors.
I do not know, it was awhile ago for the purchase and I cannot remember much about it.
the occasion rarely arises
start sending out more home catalogs more people like ot see it in a calalog then going to the
internet all the time.
Not sure
faster delivery
Better pics. More detailed, maybe different views of items.

                                                                                                     29
more free shipping
lower prices or other incentives to frequent shoppers
Can't really specify any one thing
I am not sur, but there must be room for improvement
I am still a touchy, feely shopper and have not become totally comfortable with not being able
to touch products prior to purchase. Getting better!
site somewhat difficult to navigate
I was not told of the customs duty added onto my Salomon boots... making them much more
expensive than if I had just bought them in Ontario. If I had known that, I wouldn't have
purchased the boots via Backcountry.com
I love Backcountry but it is expensive.&LF;I can usually shop around on the web and find things
cheaper.
more sales
don't really have many friends that buy outdoor wear/gear
More variety of inventory, particularly sizes - I have a hard time finding the size that I want.
Have more deals!
More student-friendly prices; the return of deal of the day
nothing in particular
be local
What I originally wanted was not in stock at the time of my order, so I had to order something
else.
more brands/models , more friendly web page.
If I had a catalog friends might pick it&LF;up, or if they asked my opinion of a&LF;good website,
I would suggest backcountry. Most of my friends are less&LF;interested in camping than I am.
prices are somewhat higher than other web sites....have to wait for sales
More discounts or closeouts.
Include a few how-to articles, like how to choose the right tent, pack etc.
More promotional deals.
Nothing. I just haven't had much experience with the store.
Free shipping for Canada customer. Same rules than US customer.
More personal purchases would give me a larger sample to determine the consistency of the
service. So far... so good.
It depends on what they were looking for.
nothing - I think that is pretty good- I actually have recomended you to a friends and realtives
and was turned on to you in the same manner. But I am not going to take out an ad in the local
paper for you either.
Increase the selection.
I do not have any meaningful input to this question.&LF;My purchasing decisions are based on
price, product selection/manufacturer and availability.
Lower prices, ie..."campmor", "sierra trading post"
Even lower prices
Nothing really, it is that I am in New Zealand and the shipping can be expensive to get gear to
NZ, so not as likely as a local reseller.
more competitive prices
Shippment tracking.
Not sure.
Try to lower the price for shipping overseas...
I would have to remember it... The little goat sticker is cool and will help me.
lower prices
Less expensive prices
beat Sierra Trading Post prices. I recommend them as well
Not your problem...I live in Canada so thre are access problems.
Offer more coupons
free return shipping for product exchanges/returns.
some gear is always exempt from discounts and sales,,
?
nothing
Better sales.
                                                                                                    30
Well I would suggest SAC higher because of the great deals. SAC is your store so it's really a
10.
expanded product lines. This was several years ago so things have improved from what I can
tell
better search interface
Just more experiences/interactions/exposure with the company and website.
Nothing
Prices need to come down
It is not very usual to buy stuff from USA, when you live in Norway. Many would consider this
risky. I am refering to creditcardtranactions on web.
Nothing, I guess. Just not super exceptional or different then most other online retailers I Have
dealt with.
faster shipping, better pricing
It would be great if on the website there was a better way to compare products without having
to go to each individual page
selection - pricing
Nothing really, but I don't expect anyone to ask me for a recommendation. If they do, I would
recommend backcountry.com.
lower Price
Prices
Free shipping for returns.
offer more coupons
                                                                                                  8
lower prices
not your fault. I take my friends' financial situation into account. You carry high quality gear,
but some is pricey.
better size selection, talls
Improve Pricing.
I have not had any bad experiences. I would need to have purchased more things to be more
enthusiastic
lower prices
lower shipping rates
occasionally, I look for fringe market items, and relationships with some of those cottage
producers would have me look at backcountry first before other retailers.
lower prices, discount merchandise
lower prices
lkfjg;adkf
Bicycling paniers
Have more variety in climbing equipment. I once had a problem about an item not being a stock
and a very complicate mix-up afterwards. But well... you should sell more variety of climbing
hardware and shoes.
increase in product lines carried
trouble with my last order, credit card not going thru
I believe that their service and support is very high. My score only reflects a single purchase
event and therefore don't have a stronger baseline to score any higher at this time. My
purchase event was timely and error free.
Be based in UK!
Discount more prices.
It's really a question of the competition. I often buy from suppliers such as REI, EMS, STP,
locally Bentgate and Neptune Mountaineering, and regard them highly as well. &LF;Service is
excellent from all, so purchase decisions depend on timing, price, selection.
Offer free return shipping. Have better reviews and more info on gear.
Japanese language support in web.
Better sales???
They just have the gear you sometimes can't find elsewhere. Plus I love free stickers!! :-)
I had a fairly standard order, no special action required of backcountry. I guess i reserve
excellence for when you are required to go the extra mile and you do. Im not saying you dont - I
just never have had to experience it.
More variety of sizes.
                                                                                                      31
Better pricing
Providing more information like a buyer's guide to XXX would be helpful. If you know what
you're looking for, great. But if the friend who was just getting started, I'd recommend going to
a local place first just so that they better understand what they need to look for in a specific
purchase.
backcountry.com is fine, but most of my friends would not be able to afford the high quality gear
backcountry.com offers. I am in college, so money is tight for a lot of people.
nothing
Nothing, I guess I should have picked a 9 or 10. Received exactly what I wanted. May be
purchasing something again in the near future.
Just need more experience with your store...
faster shipping
the product that I am interested in is not always available. It seems there is a lack of stock.
lower price
I received an email once from backcountry.com regarding an ongoing sale. I was in the process
of ordering a pair of shoes for 20% off. During the checkout I noticed the discount was not 20%
off the price.
carry more companies of snowboard stuff
Not much more...I'm not overexuberant when I rate things.
n/a
Tailored my preferences or let me personalize the site.
Be more like Moosejaw.com, They recycle boxes, etc are generally very fun to deal with and
have OK prices.
I've found better prices at other web retailers. Lower prices would increase the rating to a 9 or
10.
the info and the knowlegde they have is great the price is a little hight at times
more competitive pricing
don't know
prices are close to retail and I would like to see more sails
It took a bit longer than expected for my merchandise to arrive.
Better overseas delivery services and if possible in a way that will by-pass danish VAT =
neutral, private goods packaging.
Beat other local prices.
free shipping specials.



Backcountry Detractors Verbatims

I don't know very many outdoorsy type people anymore.
Most friends are not campers.
You don't carry items that we use for guiding and packing.
overpriced
price
Selection does not match other retailers.
Distance
just not a site i go to alot. i check it out every once in awhile for deals, but most of my outdoor
gear is bought in concrete stores.
My friends and I don't have a lot of money.
the price point isn't always there
I don't remember
lower prices are usually available from other suppliers. The only reason I would buy again from
backcountry.com is if the item is only available through them.
Easy, whatever Backcountry.com has, I can find it a lot cheaper on Rei.com's outlet store or at
Campmor.com, which is my favorite. Backcountry and Altrec are really for people who don't
care about overpaying.
a little too polished, a little too much "push" marketing
Theree are many retailers of outdoor gear; backcountry.com is nothing special.
Too many choices
                                                                                                      32
lots of competition
i would recommend it
Prefer REI & Eddie Bauer
In the case of the overseas country, we must pay a special P&P price.&LF;And we have also
some ploblems that are maintenance, repair and so on...
I had trouble with a customer service person who didn't understand the discount being offered.
He wouldn't admit to being wrong
No reason not to recommend. Good selection, good prices. Nothing stood out as incredibly
positive (but everything was smooth, no problems either)
limited choices and not as good return policy
no reason why not.
Many items are not availble to Canada so it's difficult to buy gear from them
I tend not to recommend any retail location to friends
NA
Price
nothing specific
I didn't say that I wouldn't recommend.
most friends are lame
I am likely, but also likely to recommend other sources.
It is a good place to search for products, but other sites usually have the items at a lower price
just because it is online
Shipping was quick, web pages were fairly easy to navigate.
Most have acquired all necessary gear. Any additional would be purchased locally.
n/a
I think the prices are good but some online retailers are better
I would recommend backcountry.com
n/a
Gear is as expensive as other retailers such as Mountaingear.com. If you offered more
SIGNIFICANT discounts, I'd recommend Backcountry.com more.
i entered a value of 6 actually.
Price. Lack of ability to fit items.
The only reason is not being able to try on the product before buying if cloths, shoes, certain
gear.
REI is in the area. Just don't remember.
not sure
I am very likely to recommend backcountry.com if I think my friend will order from an online
retailer.
I would recommend it but prices are not as good as Sierra Trading Post.
I think I must have answered wrong--sorry
I would tell my friend that I have had a good experience with service, answers, shipping and the
such. No complaints what so ever, but my friend has to make his own decission with whom he
is going to buy.
NOT APPLICABLE
selection




REI Promoter’s Verbatims
Good products, good company
Diversity of products and price
I think the sales prices and outlet prices are really good.
They have an amazing return policy. It seems they care more about the customer than making
money. I appreciate that, so do a lot of shopping there.
fast delivery good quality
large selection, member rebate
They have stores located all over, and you can order online and have it delivered to the store to
pick up, for no shipping charges.

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When I lived in Chicago, I would visit the store in Oakbrook. There were two people I always
spoke with, one was a ranger in the summertime and another was a world-wide hiker. They
gave excellent advice from their real world experience.
Wide selection.
They have a store near my house and easy return policy. They will ship for free to the store.
prices and selection and outlet store
?
easy search and in-store pickup
member of REI, one is nearby so can pick up gear + browse in person, staff are very friendly
and helpful
their return policy, they have a retail store close by, and the yearly dividend.
Free shipping (to a nearby store where purchases can be picked up)&LF;Great customer
service!
25 years of experience with them.&LF;Great deals through the co-op.&LF;Local stores (Denver,
Boulder, CO).
Good service, good selection, good customer service.
The gear from REI has a lifetime warranty. Any problems, just bring it back to the store. REI
has a very good customer service policy.
large selection in store and easy to use internet store
great discounts
products, reputation
The benefits of membership make them a strong contender for my money.
Very large product selection, good prices, helpful advice on how to select products, good
customer service.
price
Coolest stuff for outdoorsy people if that is what you like...I have old stuff but when I go into an
REI store, I kinda drool.
return policy&LF;good selection&LF;good service
Good service, easy website to explore, can have it deliveried to store (so no shipping fees) and
great exchange/return policy
i bought a very good TNF tent, which was on sale & not distributed to europe.
good products&LF;their brand is good stuff
Local stores so you can touch the products and feel the quality or lack there of. Local pick-up
through internet puschasing
price
REI is a great company. They are expensive so I recommend shopping around first. But they
offer a lifetime guarantee on all products they sell, they have great service, and their staff are
incredibly knowledgeable. It's also a well-managed company.
good prices&LF;good products&LF;good advice
Basically in this case, because I have had the chance to visit one of the real stores, so I was
able to see the products. But I must say they provide a good service and do have lots of sales.
I only purchase from the outlet but they do have good and fast service. They are too expensive
if not on sale
Very good selection and sale items through reioutlet.com.
Very large selection of products, good customer service, good advice on how to choose
products
free shipping with in store pickup, easy returns
Purchased many times, always good selection and usually knowledgable sales staff.
REI has good products but not the absolute best brands, and their selection is often limited (for
no apparent reason). They do, however, have that handy dividend situation, so if they do carry
a product I really want, it is often worthwhile to buy it there for the dividend return.
Good service
Off brand/rei products are similar quality and more reasonably priced. Also have an REI store
in area. I like to see and feel the gear before purchasing
It's the box store that is around the corner were you get to try on stuff that your unsure of. i.e.
new brand or shoe.
REI coop member so I receive earned rebates.&LF;First outdoor store I bought from, and they
have been reliable; returns easy for me when I go to a store. Free shipping with store pick-
up.&LF;Sales and coupon deals over the internet

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price, selection, ability to return to the local store. other services such as travel. commitment to
the community and the environment
return policy & dividend
Extensive selection of goods, physical stores nearby, free shipping to stores, excellent return
policy.
I've been a member of REI since 1975.&LF;There are stores all aver the country.&LF;Quality
and selection are excellent.&LF;Dividends can add up quickly.
Rei.com is a coop, offers excellent selection and deals at their outlet store, quick website,
friendly service, well documented product information.
I've belonged to REI for over 30 years, and like their service and selection.
Good Service, good selection, good wesite with good deals.
I like their gear a lot.
I use REI because they have free shipping to the store which is right across the street from my
work. The outlet also has great deals.
1. Membership is inexpensive and members get dividends.&LF;2. REI always has sales and
always offers discounts.&LF;3. REI has an excellent return policy.&LF;4. REI has a reasonably
broad selection of gear.
You can go to an REI store to try things on if needed and REI has a great return policy if
needed. Also, you can order online and have delivered to the store for free.
Good products. Free shipping to local store. Excilent return policy.
I have shopped for over 20 years with REI, and have had nothing but positive experience with
REI.com.
Easy to use website, cost, selection, and as always, the unmatched level of customer service
i love that store and i can not help me self to it. they have grate sales and the products that rei
makes are unbeleable.
I've been a member for almost 15 years, great product lines, great sales, REI branded products
are very good and cost effective. Member dividends are also a great incentive. Being able to
shop at any one of the stores and online, free shipping if you send it to the nearest store.
They have an extensive outlet of reduced price merchadise due to their company size, which is
usually where I show. They also are based upon a coop system, so as I spend, I earn.
Good product selection, as a member I receive dividends and they often have specials and
sales.
excellent return policy...REI stores everywhere. I have no second though about purchasing
items knowing that if it does not fit, I can return he item to the store in minutes.
Price point and customer care help with special orders like TUBBS snow shoe carry bags
REI member. Excellent return policy and yearly dividend.
I like how you get free shipping to closest REI store.
reliable gear. Friendly. I am a member
Great selection, good pricing.
Good service and great selection. Local stores where I live.
Coop&LF;Good Selection&LF;no shipping cost if shipped to a store&LF;Good prices on REI-
Outlet
great service, they have a store close so I don't have to pay shipping I can pick it up
very convenient stores everywhere decent prices membership benefits and good selection of
goods.
REI membership. Receiving a yearly dividend based on purchases is great. Also, REI's return
policy is second to none.
Good website for clearance items, can ship to local REI store for pickup at no charge, year-end
rebate, selection.
easy to work with
Stores are local, good merchandise at good prices.
Had a good experience. Was very pleased with the products I ordered.
Good variety, good catalog and good service
Knowledgeable staff, value, support, and product diversity.
Local store. Easy returns, good gear, great sales.
Long term coop member. Good quality and value. Never a problem on repairs or exchanges.
Have a local REI retailer also.
wide selection of goods, good prices, membership discount, easy return policy
They are good with particular items and located in town.

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SELECVTION, WEBSITE
Broad selection, good customer servic e, and quality gear
All same reasons as Backcountry.com. Plus, I can go into the store, try stuff on, and get instant
exchanges. Their no questions asked return policy is awesome. They seem to have bigger
sales on brands like Mountain Hardware and Black Diamond.
They have tons of gear for all outdoor sports and have many stores to visit if I need gear
advice.
love, love, LOVE REI, FAB products, great service fast shipping and super prices and selection
(love reioutlet!!)
Good experience with REI.
High quality merchandise and excellent service.
service and quality merchandise
good sale items
price, product selection, service
Very good selection, great prices, fast delivery
na
Free shipping to REI stores, excellent selection of products, and I am an REI Dividend member.
got what I ordered
Great selection, good prices on "sale" items.
great service I like the coop\dividend enviromentaly freindly.
Prices, I like their own brand because it's affordable.
Same reasons as for Backcountry. REI's local store is an advantage when it comes to
eliminating shipping costs and for returns. I also factor in their dividend when comparison
pricing.
best customer service of any store, no questions asked with returns
selection price
U can pick it up at the store
variety of merchandise, ease of ordering on line
Good products, dividend system, local store, convenient.
Good selection&LF;Rebate
order and free delivery if p/u at local store
same same; selection, and....ability to get free shipping; "returnability" at nearby store
REI does have a wide selection of grear, and great product descriptions/specifications on their
website. You can educate yourself by just going to their website, or store.
They have a great reputation
I've been a member of REI for almost 20 years. The selection customer service are all
excellent.
big selection for the most part. local retailers. good namesake clothing as well.
love rei and the retail store availability. easy access on-line or in person - a unique
combination. and the outlet.
good products...reliable service
They have great stuff!!!
Great products (REI brand). Membership points!
good and well tested products, easy purchase on line or at a local outlet
They have a good line of clothing and equipment




Moosejaw.com Promoters verbatims
their brand, and their customer experience has a great personality.
Prompt service, good prices.
good selection&LF;fast delivery
I visited their store in Chicago. All the sales reps had real life experience.
service and delivery
Generally for the same reasons as for Backcountry. However, working against Moosejaw is a
slow website that makes you go to multiple pages. Their catalog is entertaining.
same as Backcountry......selection, pricing are very good
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its just another great source on the internet for outdoor equipment and clothing, that is
generally cheaper (and tax free usually) than a local store or REI
funny friendly good price
selection & price & service
Very fun company, great catalog with witty ads and copy. You should work with ubiquity design
to help you gain more success.
They do a great job and have a fun site. Good gear and deals. Entertaining ads and info.
fun and easy to shop, good prices
fun, upbeat, fast, competitive, great website
Same as backcountry.com
See previous answer.
A great sense of humor! I enjoy the attitude the site and employees convey. Decent pricing
with good promotions.
Same - good gear, good prices, good shipping, no problems.
service, price, product selection
na
#1 selection&LF;#2 Easy of use&LF;#3 Fun&LF;#4 only the best products
Item's instock...no back orders
Excellent service, quick respondance, very good price.
very freindly and fun service.



Altrec.com promoter verbatims
good selection and return policy
Good selection for what I was looking for (The North Face Nuptse mittens) and they were on
sale!!
selection, shopability of website

Easy and good price
They have good prices and selection and have a no cost return policy
Good service, easy website to explore and great exchange/return policy
Price and then I had to return and exchange the size of a down jacket that I ordered, it worked
great.
GOOD PRODUCTS
Great customer service.
free shipping on orders over $45 which is easy to obtain with my level of purchases.&LF;easy
returns for NO CHARGE -- fantastic. I will often buy something which I am not sure about
keeping just because I could return it for free. Often, I keep the item anyways!&LF;Good sale
prices and promotions
Very fast service and good products
good selection and deals.
Pricing
Great customer service and support&LF;Great products and prices
good service
SELECTION, WEBSITE WELL PRESENTED
High quality merchandise and excellent service.
good variety, quick delivery, customer-friendly site (trackability, etc.)
Excellent service, returns policy, they even pay for return shipping!




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