Backcountry and First Insight Announce Expanded Partnership

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Leading Online Outdoor Gear and Apparel Retailer Using Voice-of-Customer Experience Management Platform to Make Informed Design and Buying Decisions

PARK CITY, Utah and PITTSBURGH, Pennsylvania – Feb. 11, 2021 – First Insight, Inc., the world’s leading technology company that is transforming how companies make product investment, pricing and marketing decisions, today announced an expansion of its partnership with Backcountry, the premier online specialty retailer of outdoor gear and clothing. Using First Insight’s consumer-driven Experience Management (XM) platform, Backcountry is able to make faster and better merchandising decisions, driving sales and margin gains for products from its owned brands, Backcountry Gear & Apparel and Stoic, as well as its national brand products.

After conducting an extensive market assessment, Backcountry selected First Insight’s Experience Management (XM) platform because of its ability to deliver actionable insights across a variety of functions, like product design and selection, pricing, white space analysis, brand value assessment, and consumer segmentation and targeting. First Insight also delivers measurable ROI through its proprietary value tracking capability.

“Backcountry was looking for a partner that could help us achieve current strategic initiatives and had the experience and platform breadth to grow with us. After performing our due diligence, we determined First Insight was that partner,” says Melanie Cox, CEO of Backcountry. “First Insight has a strong track record of delivering results in the sporting goods and outdoor sectors, and Backcountry will be leveraging that experience as we make First Insight an integral part of our go-to-market process.”

“Backcountry is a leader in the outdoor space and is one of the fastest-growing online specialty retailers,”
says Greg Petro, CEO and founder of First Insight. “We’re excited to expand our partnership with Backcountry and to contribute to their future success by helping them connect with their customers and deliver experiences that resonate with them – both at the product and brand level.”

About First Insight, Inc.
First Insight is one of the world’s leading Experience Management (XM) platforms that empowers companies to significantly incorporate the Voice of the Customer into the design, pricing, planning and marketing of products and service offerings. Through the use of online consumer engagement tools, the First Insight platform gathers real-time consumer data and applies predictive analytic models to create actionable insights to power decisions which drive measurable value. Customers include some of the world's leading vertically integrated brands, sporting goods companies, department stores, consumer products companies, mass merchant retailers and wholesalers. For further information, please visit

About Backcountry is the premier online specialty retailer of outdoor gear for snow sports, hiking, camping, paddling, biking, climbing, fly fishing, and more, including a wide selection of premium apparel, both technical and casual. Backcountry’s mission is to connect people to their passions by supplying customers with the gear, knowledge, and inspiration necessary to chase down life’s greatest moments. Backcountry does this by providing the biggest and best assortment of premium outdoor products, personalized Gearhead expertise, inspirational content, a superior shopping experience, and lightning-fast fulfillment. The Backcountry family of companies includes Competitive CyclistMotoSport.comSteep&Cheap, and, which is based in Germany.

Media Contact:
Berns Communications Group
Stacy Berns/Michael McMullan

Backcountry Media Contact:
Katie Hostetler

First Insight Contact:
Gretchen Jezerc
SVP of Marketing

pricing  partnership  customer segmentation  Targeting  value  design  Specialty Retail  Product Selection  ROI  Next-Gen Experience Management  Next-Gen XM  partner  outdoor  sporting goods