Cover Story: REI Treks Ahead
The camping gear marketer has changed its approach, but not its focus
Bowcut and REI view catalogs and direct mail today as a “terrific sandbox/laboratory.” Catalogs are the staging ground for REI’s mail/no-mail tests, which have transformed how it approaches customers over the past year and a half, while leading the company to de-emphasize the importance of matchbacks.
- People:
- Mike Bowcut
- Nick Radcliffe
- Places:
- Boston
- Kent, Wash.
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