Backcountry.com operates several "One Deal At a Time" (ODAT) sites that offer steep discounts on outdoor gear but customers have no way to communicate which deals they want. A proposed solution is a desktop widget with two functions: 1) aggregate all ODAT sites in one place and 2) allow customers to request products and opt-in to notifications. This gives customers easy access to deals while helping Backcountry understand customer interests and find new niche opportunities.

1. Tuesday, December 14, 2010

2. backcountry.com
Tuesday, December 14, 2010

3. ODAT Sites
One
Deal
At a
Time
Tuesday, December 14, 2010

4. One
Deal
At a
Time
Tuesday, December 14, 2010

5. ODAT Sites
PRICE > CONVENIENCE
Tuesday, December 14, 2010

6. backcountry.com
ODAT sites have become
part of their
CORE COMPETENCY
Tuesday, December 14, 2010

7. Tuesday, December 14, 2010

8. Opportunity
• Backcountry currently has no
mechanism for 2 way communication
• Their system is built on their audience
stumbling upon deals they want
Tuesday, December 14, 2010

9. Opportunity
• Currently, the fear of missing a deal on
a desired item is one of the largest
drivers to check the sites
Tuesday, December 14, 2010

10. GOALS
• Make the deals easier to stumble upon
• Create a system where the audience is
involved with choosing the deals
Tuesday, December 14, 2010

11. INSIGHTS
• People tend to watch one of the ODAT
sites, not all of them
• Traffic is streaky, increasing before the
winter and summer seasons (for snow and
beach clothes, respectively)
Tuesday, December 14, 2010

12. Backcountry.com MEDIA
USER PERSONA Magazines
Facebook High People, Cosmopolitan,
Twitter High US Weekly, Glamour, In
“Money is tight, but I’m Yelp High Touch, Star
willing to look around or wait for Foursquare Mid
something I really want to go on Urbanspoon Mid TV
sale if I know it w be worth it.”
ill
Myspace Low Discovery Channel,
Comedy Central, E!,
Device Usage ABC Family, MTV,
Internet High
Mobile High Insights
Shops by price, not store, usually - coupon clipper,
Laptop High
clearance rack, outlet malls
iPad Medium Frequent Shopper
Spur of the moment, impulsive shopper
Megan Shops online, likes to get information online
GRADUATE STUDENT Likes to opt into Email Notifications
26 yrs old, Albany, NY Source: Simmons 2007
Situation Opportunity Goal
Megan is on her computer all the time, Megan wants the kind of deals that Give Megan an easily accesible hub to view
whether for school work, catching up with Backcountry.com’s ODAT sites have. She is all of the different offerings that Backcountry
friends on Facebook, or just surfing the in- open to buying from discount platforms and has going on their ODAT sites. Furthermore,
ternet. She spends what free moments she likes the types of items they sell. However, while she likes to check in when she has time
has both in class and at home in front of the she rarely remembers to and does not have and find something she may not even know
TV catching up on her favorite magazines time to monitor any of their sites regularly. she wanted yet, she also hates missing things
online and website window shopping. She is When she goes to the sites, the discounts she really wanted because she wasn’t check-
a frequent shopper, but not a requent buyer. make impulse buys hard to pass up, almost ing the site. She likes getting email notifica-
She tries to avoid impulse buys, but when she to a point that she gets things she doesn’t tions as long as they are opted into and don’t
finds a good deal online it is hard to pass up. need because she doesn’t want to pass up happen too often, especially for when she is
the deals. She only wishes she could get away from her computer and can check them
Stil finishing school, her money is still tight, those deals on other types of items because on her smartphone. If she sees something
so while she finds a lot of things she wants while she is active and a skier, skiing doesn’t she wants on these ODAT sites, she knows it
online, she has to pick and choose which are take up a ma jority of her time. will be a good deal, so making the items that
really worth her money. she might want or has already said she does
want as easy to find as possible.
Tuesday, December 14, 2010

13. Audience
INSIGHTS
• Shops by price more than store - is a coupon
clipper, clearance rack shopper, and outlet
mall tripper
• Is a frequent shopper, not necessarily a
frequent buyer
• Has a tendency to be an impulse shopper
• Likes to research and shop online
• Will opt into e-mail notifications
Source: Simmons, 2007
Tuesday, December 14, 2010

14. SOLUTION
Tuesday, December 14, 2010

15. Customer
FACING
Tuesday, December 14, 2010

16. Desktop
WIDGET
2 Main Functions
• Bring all the ODAT sites under Backcountry’s
umbrella into one easily accessible location
• Give the audience a venue to ask for products
and opt into being notified if those products are
featured on any of the sites
Tuesday, December 14, 2010

17. Customer Facing Widget
Snowflake shape of the
design would allow for
Backcountry.com Outlet
more ODAT sites to be
added as Backcountry
finds new niche Flip Widget
opportunities
Brociety.com PRODUCT Steep & Cheap.com
& TIMER
WhiskeyMilitia.com Huck&Roll.com
DeptofGoods.com
Flip Widget
The whole widget
would do a flip
animation to go from a PRODUCT
passive tracking widget REQUEST
to an input device for
customers to request
different items
Tuesday, December 14, 2010

18. Tuesday, December 14, 2010

19. Tuesday, December 14, 2010

20. Tuesday, December 14, 2010

21. Company
FACING
Tuesday, December 14, 2010

22. Desktop
WIDGET
2 Main Functions
• Find trends and opportunities in Customer
requested products for current ODAT sites
• Find trends and opportunities in fashion blogs
for expanding to new ODAT opportunities
Ideally, find correlation between the two
Tuesday, December 14, 2010

23. Tuesday, December 14, 2010

24. Any
QUESTIONS?
Tuesday, December 14, 2010

25. Tuesday, December 14, 2010