Cover Story: REI Treks Ahead
The camping gear marketer has changed its approach, but not its focus
Bowcut calls REI’s incremental customer modeling process a work in progress. “The idea is to understand what the various marketing programs do for you with all the other [selling] vehicles,” he says. “Then understand the incremental benefit of all programs and
reallocate the spend appropriately.”
- People:
- Mike Bowcut
- Nick Radcliffe
- Places:
- Boston
- Kent, Wash.
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