Cover Story: REI Treks Ahead

Although REI has scrapped seven catalog mailings, it remains committed to the channel. Like a growing number of once-dedicated catalogers, REI now mails catalogs primarily to drive sales via its stores and Web site.

Keeping Slow Sellers For Show
Some products in its catalogs drive customers to REI’s site or toll-free line to place orders. Others, such as the BOB baby stroller, don’t sell well from the catalog at all, “but we keep it in there to show that we keep you covered,” Bowcut says.