Analyzing REI's Marketing Strategies
Recreational Equipment, Inc (REI), is a well-known outdoor retail cooperative. They
cater primarily to outdoor enthusiasts and adventure seekers. This target market includes
individuals of all ages who are passionate about outdoor activities such as hiking, camping,
cycling, kayaking, skiing, and more (Kunst). REI offers a comprehensive selection of outdoor
gear, from camping equipment to hiking boots, snowboarding gear to cycling accessories. Their
product range is tailored to meet the specific needs of people who love spending time outdoors.
REI is also known for its knowledgeable staff who are often outdoor enthusiasts themselves.
They offer expert advice and guidance, making it a go-to destination for those seeking
information about outdoor activities and equipment.
Many outdoor enthusiasts are environmentally conscious, and REI aligns with this value.
The company promotes sustainability through its product choices, eco-friendly initiatives, and
support for outdoor conservation efforts. REI's product packaging and design align with the
preferences of outdoor enthusiasts who value functionality and sustainability. For example, their
in-house brand, REI Co-op (REI Sustainable Packaging Guidelines). Its product packaging is
designed with minimalistic aesthetics, prioritizing practicality. The use of recycled and
eco-friendly materials in packaging reflects the cooperative's commitment to environmental
responsibility. REI promotes transparency by providing information about the environmental and
social impacts of their products. They actively engage in outdoor conservation initiatives, aiming
to protect natural landscapes and support outdoor access for all. Additionally, the company is
dedicated to minimizing its environmental footprint, operating numerous energy-efficient stores
and warehouses, and utilizing renewable energy sources (“Fighting the Climate Crisis”). They
also reduce waste by offering recycling and repair services for gear, striving to extend the
lifespan of their products. In these ways, REI's sustainability process not only aligns with the
values of their environmentally-conscious target market but also demonstrates their commitment
to making a positive impact on the planet.
REI's cooperative model allows customers to become members, granting them access to
special benefits like annual dividends and voting rights. This membership model reinforces a
sense of belonging and involvement among its target audience. REI employs a pricing strategy
that balances affordability with quality. They offer a membership program that costs a one-time
fee but provides benefits such as annual dividends and exclusive discounts. This pricing structure
not only incentivizes customers to become members but also fosters brand loyalty. Additionally,
REI's regular sales events, like the "REI Anniversary Sale," offer substantial discounts on
outdoor gear, providing a sense of value to customers (Mahar). The sales events create a buzz,
drawing customers to the physical stores and the online platform, reinforcing the idea that REI is
not only a place to shop, but a hub for like-minded individuals to connect, learn, and share their
passion for the outdoors.
Their advertising campaigns, such as "OptOutside," resonate with the identity of outdoor
enthusiasts who prioritize nature and adventure over consumerism. This campaign launched on
Black Friday, encourages consumers to forgo traditional shopping and spend the day outdoors.
By encouraging people to share their outdoor experiences on social media with the hashtag
#OptOutside, REI provides a verification mechanism that allows customers to validate their
outdoor activities and connect with a community that shares their values (As REI Co-Op
Prepares to #OptOutside for Fifth Year, CEO Says It’s Not Enough). REI's commercials also
often feature a diverse range of outdoor enthusiasts, including various ages, genders, and
backgrounds. This inclusivity acknowledges the diverse identities within their target market,
ensuring that customers from different cultures can see themselves represented in the brand's
messaging.
REI's marketing materials generally display an appropriate level of empathy for their
target market. They understand that their customers are passionate about outdoor adventures and
value environmental responsibility. The "OptOutside" campaign demonstrates empathy by
recognizing that people often feel overwhelmed by consumerism during the holiday season and
providing an alternative that aligns with their values. However, there is always room for
improvement in empathetic marketing. REI could further enhance their empathy by showcasing
real customer stories, allowing individuals to see others who share their passion and values. They
could also invest in initiatives that directly support outdoor conservation efforts, further aligning
with the environmental empathy of their audience.
REI's primary target market consists of outdoor enthusiasts and adventure seekers who
appreciate high-quality gear, expert guidance, a commitment to sustainability, and a sense of
community. Their "OptOutside" campaign and diverse marketing representation provide avenues
for customers to verify their outdoor experiences and connect with like-minded individuals.
While their marketing materials display a commendable level of empathy, potential for
improvement exists through the promotion of customer stories and increased support for outdoor
conservation efforts. Overall, REI has successfully built its brand around these values and
interests, making it a trusted and beloved retailer in the outdoor industry.
Works Cited
“As REI Co-Op Prepares to #OptOutside for Fifth Year, CEO Says It’s Not Enough.” REI
Newsroom, 23 Oct. 2019,
www.rei.com/opt-outsidehttps://www.rei.com/newsroom/article/as-rei-co-op-prepares-tooptoutside-for-fifth-year-ceo-says-its-not-https://www.rei.com/newsroom/article/as-rei-co
-op-prepares-to-optoutside-for-fifth-year-ceo-says-its-not-enough.
“Fighting the Climate Crisis.” REI, www.rei.com/stewardship/fighting-the-climate-crisis.
Accessed 12 Oct. 2023.
Kunst, Alexander. “Americans Shopping for Sporting Goods at Rei Co-Op by Generation
20121.” Statista, 11 May 2022,
www.statista.com/statistics/231511/people-who-shopped-for-sporting-goods-at-rei-in-thelast-3-months-usa/.
Mahar, Kaitlin. “The Best Deals from Rei’s Annual Member-Only Sale 2023.” The New York
Times, The New York Times, 17 Mar. 2023,
www.nytimes.com/wirecutter/money/rei-member-sale-2023/.
REI Sustainable Packaging Guidelines,
www.rei.com/stewardship/rei-sustainable-packaging-guidelines.pdf. Accessed 12 Oct.
2023.