Cover Story: REI Treks Ahead
The camping gear marketer has changed its approach, but not its focus
To get a better idea of how its customers shop, which channels they choose and how to market to them in the most effective, integrated way possible, REI is looking well beyond matchbacks. For more than 18 months, REI has undergone a thorough analysis of customer activity to gain a better understanding of how, when and how often to mail catalogs or send e-mail promotions.
- People:
- Mike Bowcut
- Nick Radcliffe
- Places:
- Boston
- Kent, Wash.
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