Several weeks ago, Backcountry.com changed the format of their micro-site dedicated to closeouts, SteepandCheap.com. Previously, the site offered one close-out item for 24 hours, or until it was sold out. The next item would appear at midnight the following day, regardless. Under the new format, called the Bottomless SAC, the site is offering an endless rotation of a single close-out item until it sells out.
Officials from the retailer say that vendors like the concept because it gets close-out merchandise off the shelf quickly, and apparently consumers are responding as well. Since launching the new concept, site traffic has doubled, page views have doubled and revenue from StepandCheap.com has doubled. According to Backcountry.com, this all happened due to simple viral marketing, without any advertising or PR for the new concept.
