Backcountry Improves Search Performance with AI-Powered Product Discovery

The Challenge: Complex Catalog, Inconsistent Search Experience

Backcountry’s product mix created a discovery challenge. High-consideration gear required precision, while everyday products demanded speed and simplicity.

But their existing search setup struggled to deliver on both.

• Generic, one-size-fits-all results
• Poor handling of long-tail searches
• Limited control and flexibility
• High manual effort

Backcountry needed a smarter way to deliver relevant results at scale without increasing operational overhead.

The Solution: From Manual Merchandising to AI-Driven Search Performance

Backcountry partnered with Netcore to build a more adaptive and scalable search experience. The approach focused on:

• Improving relevance across all query types
• Balancing ranking across product categories
• Reducing manual merchandising effort
• Enabling better control and optimization

The Impact

The new search experience delivered measurable improvements within weeks of going live:

• 7% uplift in overall site conversion
• 11% increase in search-driven demand
• 9% growth in revenue per session

The Takeaway

Search doesn’t have to rely on manual rules and reactive optimisation.

By combining AI-driven relevance with automated merchandising, Backcountry transformed search into a scalable growth driver, improving performance while reducing effort.

Want to see how AI-powered search can drive measurable growth?

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