Backcountry began as an online-only retailer with expert service in avalanche gear. The retailer has since grown to carry products from Genius brands like Nike, Adidas and The North Face. With an early focus on e-commerce, Backcountry understands how to differentiate itself from other retailers and brands through sophisticated online customer service. Here’s how.
Throughout the shopping journey, Backcountry elevates customer service representatives called Gearheads, who are outdoor experts with experience using the products, according to Gartner L2’s report on the topic. On the retailer’s site, specific Gearheads are positioned to answer product questions pertaining to particular categories, such as men’s hiking gear or women’s ski boots. Gearheads are available on the Backcountry site for live chat, while category pages also feature a Gearhead Pick filter and embed Gearhead Reviews in quick view product information.
By providing a face, name and story for each Gearhead, Backcountry creates a personal experience for shoppers through expert advice they can trust. Backcountry also elevates Gearheads as content creators on YouTube and Instagram. Gearhead Picks is included in Backcountry’s Instagram Highlights content, featuring weekly product recommendations and tips. On YouTube, Gearheads create product review and how-to videos.
Brands can learn from how Backcountry works with outdoor enthusiasts as customer service representatives and content creators. To complement influencer or ambassador investments, activewear brands can identify engaged consumer demographics, including their own employees, and leverage the product or activity expertise of these groups on a more grassroots scale.