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Product Catalog Drives Backcountry.com's Pay-for-Performance Success
Backcountry.com's enthusiasm for outdoor sports is only exceeded by its dedication to success. Since 1999 one of its driving forces has been its performance-based marketing program that now accounts for 20 percent of the online retailer's business. Backcountry.com has developed this highly successful marketing channel using Commission Junction's advanced technology, including its robust Product Catalog functionality, and continues to improve on its performance through the strategic development of its publisher relationships.
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"Commission Junction provides Backcountry.com with a simple way to manage our entire product catalog online."
Bryan Rhodes
Program Manager
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Employing state of the art data transfer methods, the Commission Junction Product Catalog allows advertisers to dynamically maintain and track the performance of multiple product catalogs and thousands of products, while making the links and product details readily available to publishers. Product links are placed on publisher sites, like other ad types, but they send a consumer directly to the promoted product on the advertiser's site, which results in higher sales conversions.
Backcountry.com carries name brand gear for winter and summer outdoor sports, such as camping, hiking and skiing, and the company makes its entire breadth of products available to publishers. This highly successful form of online advertising has helped the program increase its sales by more than 200 percent in the last year.
"Commission Junction provides Backcountry.com with a simple way to manage our entire product catalog online, which provides more opportunities for our publishers to generate sales," said Backcountry.com Program Manager Bryan Rhodes. "With this system it is easy for publishers to keep the latest links on their sites, and we can devote more time to developing other aspects of our program."
Another reason for the success of BackcountryStore's program is that Rhodes provides publishers with custom tools that make their jobs easier. The company recently created a sniplet generator that enables publishers to create links for their sites that Backcountry.com automatically populates with the latest and best-selling products. The convenience of the sniplet generator encourages publishers to use more Backcountry.com ads in their inventory, in addition to the fact that their ads have click-through rates as high as 26 percent.
As a CJ Vantage™ advertiser, Backcountry.com has advanced Commission Junction technology at its disposal that enables it to offer different program terms to publisher groups to reward them based on their actual performance with the program. By diversifying its commission structure Backcountry.com motivates lower performing publishers to work harder for the program and rewards those publishers that are already succeeding.
Through proactive efforts to provide incentives and tools for its publishers, the program continues to contribute significant revenue to Backcountry.com. Although it has already exceeded Rhodes' expectations, he has set the program's next goal very high – a million dollars in revenue in one month – and is confident that through Commission Junction, the program will accomplish that, and much more.
Download Backcountry.com case study PDF (332 Kb)
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