The integration of over 30 brands and services under a unified Outside Inc. ecosystem is designed to enhance the user experience by consolidating access to diverse content and services. The introduction of a single sign-on (SSO) Outside account streamlines the process for users, enabling them to effortlessly interact with multiple brands and select content tailored to their interests. By creating a centralized platform, users can curate a personalized content feed that draws from a wide range of topics, publications, and services within the Outside ecosystem.
This unified approach includes an exclusive membership program called Outside+, which grants members access to premium content, advanced features, and specialized services available only to subscribers. For example, a user of WomensRunning.com, a brand under the Outside Inc. umbrella, can seamlessly explore content from other brands related to fitness, outdoor activities, or wellness without needing to navigate multiple platforms or log in to separate accounts. The integrated experience encourages deeper engagement and greater value for users by offering a cohesive and efficient way to discover, interact with, and enjoy high-quality content across all brands.
1. Fragmented User Experience Across Brands:
Users interacting with multiple brands and services often face the inconvenience of managing separate accounts, subscriptions, and logins for each platform. This creates friction in accessing desired content and services and results in a disconnected experience.
2. Overwhelming Amount of Content:
With over 30 brands under its portfolio, Outside Inc. offers a vast range of content that can be daunting for users to navigate. The lack of a personalized system makes it challenging for users to find the most relevant and engaging content.
3. Low Membership Retention and Value Perception:
Without a unified membership program, users may struggle to see the full value of subscribing to a single brand, potentially leading to lower retention rates and reduced engagement across the Outside ecosystem.
4. Missed Opportunities for Cross-Brand Engagement:
Users of one brand (e.g., Women’s Running) may not be aware of or have easy access to other relevant content and services (e.g., cycling, hiking, or outdoor gear reviews). This limits cross-promotion opportunities and reduces the overall value provided to the user.
5. Lack of Exclusivity and Incentive for Paid Subscriptions:
Without a membership offering that spans the entire portfolio, there’s limited incentive for users to opt for a paid subscription. Exclusive content and perks from multiple brands can create a more compelling reason to join.