Cover Story: REI Treks Ahead
The camping gear marketer has changed its approach, but not its focus
Best Customers to the Top
With the incremental model, however, REI successfully pushed its best incremental customers to the top of the file. The company also learned it could have cut circulation in half and not lost any incremental sales, according to Bowcut.
“It doesn’t always work as well as we’d like it to,” Bowcut says. “We’re probably getting an incremental lift about 75 percent of the time.” Although REI isn’t using the incremental model exclusively, it’s focusing on this measurement for all of its advertising vehicles.
- People:
- Mike Bowcut
- Nick Radcliffe
- Places:
- Boston
- Kent, Wash.
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