Recreational Equipment Case Study

Recreational Equipment Inc. (REI) is an American brand selling high-end clothing and gear for outdoor activities. This brand started with ice axes. The founders of REI were Lloyd and Mary Anderson wanted a better way to purchase the gear needed. At the time of 1935, quality axes were only available for $20. The couple was not happy with the process so, Lloyd started ordering his own ice axes from Austrian himself while Mary translated the catalogs. They together made this plan, which only cost the price of $3.50. Contacts from The Mountaineers found out about what mary and Lloyd were doing and wanted to be apart of it. “In 1938, with the help of a lawyer friend, Lloyd, Mary and twenty-one other Seattle-area adventurers officially formed the
This is a way of communication to the targeted audience that uses e-commerce, internet marketing, and mobile marketing.”(Clow, Kenneth E., and Donald Baack) This also includes communication activities that have a digital footprint. REI is very vocal on social media. Their Instagram and Twitter accounts are the most active, averaging one post a day on each social media page. For their Instagram posting, their target audience is what gets posted. Adventure photos and outdoor photos, in general, are the main focus. Not only do they post landscape, but they also post their customers and tag them so that they can see the recognition (“@REI”). Their Twitter page is full of “But” posts. These posts include videos that introduce ways and reasons people don't go outside. After addressing those with the customer’s quote the video continues to talk about how the company as some gift for each customer picked to get outside. Not only do they do videos like that on their twitter page, they also have poles. One of their poles said something as simple as, “ Which piece of vintage ski gear do you wish would make a comeback?”, the choices for answers were Wooden Skis, Neon Jumpsuits, and Ear Muffs. The winner was Neon Jumpsuits, and by them doing these types of poles the company now knows what their Twitter audience what’s to see more of (“@REI”). Staying active on social media is a great way to stay involved with customers and
They want their customers to get out and be active while buying equipment and clothing sold by them. Not only do they sell their own products but they also sell other brands as well for convenience and money saving for customers by buying it from them. They also emphasize a communication revolution through their social media. They make is easily accessible for the millennials and persuade spontaneous shopping with “limited time offers” (“Outdoor Clothing, Gear and Footwear.”). They also get your email and send coupons along with text messages to their loyal customers if they see full carts. I have received an email for 10% of if I was to buy the product inside of my cart at the