Cover Story: REI Treks Ahead
The camping gear marketer has changed its approach, but not its focus
“REI is the perfect example of a company that combines and leverages its stores, online activity and catalog to drive traffic,” observes Bill LaPierre, senior vice president of brokerage for Millard Group, REI’s list broker/manager. “I live 81 miles from the nearest REI store, but I receive its e-mails informing me about specific activities at that store — not just generic e-mails for the entire company.”
- People:
- Mike Bowcut
- Nick Radcliffe
- Places:
- Boston
- Kent, Wash.
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