REI, or Recreational Equipment, Inc, is a renowned retailer of gear and apparel for outdoor enthusiasts. It covers a wide array of categories, including hiking, camping, climbing, paddling, snowboarding, and beyond.

What started as a local outdoor co-op in 1938 is now an industry giant that has earned a reputation for top-quality gear and its initiatives in bettering the environment. Read ahead to find out what exactly makes the REI marketing strategy remarkable and take notes on what your outdoor business could adopt from it.

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Brief Company Overview

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REI started when Mary and Lloyd Anderson and 21 of their mountaineering friends combined their resources and skills to work together on helping people experience the transformational power of the outdoors.

The co-op’s goal is to create a community of people who enjoy spending time outside and care about the environment around them. That’s why it invests almost 70% of profits into the various initiatives that support a similar vision.

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Notable Projects of REI Co-Op

The REI brand is associated with far more than just outdoor gear these days. This is due to the fact that it doesn’t limit itself to standard marketing efforts and takes an active part in solving community and environmental issues.

Below are some of REI’s most recognized projects that have had a positive impact on its growth as an outdoor brand:

#OptOutside

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One of REI’s major projects is the Opt Outside movement, initiated on Black Friday in 2015. The idea behind this initiative was to encourage people to spend time outdoors instead of shopping on the day of crazy sales.

REI took measures to stop its operations on that day, including closing over 150 brick-and-mortar stores, not processing online orders, and giving over 12,000 of its employees a paid day off.

This award-winning campaign was a bold move at the time since the company could potentially lose a significant opportunity to capitalize on an increased influx of customers. However, the initiative was joined by a number of organizations right away, and the #OptOutside hashtag rapidly gained popularity on social media.

While this project wasn’t a marketing trick of any kind, it earned REI wide recognition and still lives on to this day, receiving wider interpretations related to inclusivity and expanding outdoor culture.

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Education and Engaging Content

In sync with its mission of encouraging people to spend more time outdoors and make it a positive experience, REI has also developed several supporting resources. These include the MTB Project, the Mountain Project, the Trail Run Project, and more, featuring over 4,700 guidebooks. Besides, REI’s extensive blog covers a lot of outdoor-related topics that also provide great value to the readers.

These projects increase REI’s credibility and increase the flow of organic traffic due to the fact that it’s being referred to with over 7.7 million backlinks worldwide. They also improve user engagement rates across channels.

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Events

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REI also hosts a variety of events, from organizing clean-ups of public areas to climbing training sessions.

Such initiatives appeal to the younger generations who are more socially conscious than the previous ones and expect mission-driven companies to back up their claims with actions.

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Philanthropy

As stated in REI’s stewardship report, the company invested over $6.3M million to over 400 nonprofits in 2020 alone. The brand dedicates a large fraction of funds toward supporting business development, member rewards, employee benefits, and community purposes. This is yet again feasible proof that REI is an organization that not only speaks but also acts.

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Captivating Visuals

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All REI’s marketing platforms, from its website and side projects to email campaigns and social media channels, feature stunning visuals. The company focuses on combining beautiful natural sceneries, product images, and creative slogans.

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What Are the Secret Ingredients of REI’s Marketing Success?

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As you can see, REI managed to build up a powerful brand image that blends marketing efforts and activism in environmental and social topics together seamlessly.

The co-op’s growth strategy rests on these main pillars:

• Clear vision supported with actions. REI is transparent regarding its goals in various spheres and supports the ideas it stands for with actions.
• Consistency. The brand has a growth plan that it follows strategically and consistently, unifying various channels and initiatives.
• Values over revenue. With its campaigns and projects, REI has proven that it puts its values before marketing tricks addressed to achieve larger sales. Instead, it focuses on long-term results, and this approach definitely pays off.

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Key Takeaways from REI Marketing Strategy

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What can an outdoor business adapt from REI’s marketing approach for its own advantage? While there is no single recipe for success, some principles implemented by REI are virtually universal. Here are some of them:

• Hosting events and reaching out to people who share your company’s mission and vision can expand the brand’s reach and foster lifelong advocates for it.
• Prioritizing transparency in business operations and goals is key to consumer trust and loyalty. 
• Becoming a resource that supports the customers’ interests can potentially build up a strong connection between the brand and the consumers.
• Focusing on the brand values rather than short-term profits is essential to maintain a socially-conscious course.

Try to implement these REI marketing principles in your business practice. After all, it’s crucial to keep in mind that your clients choose your brand for the values you share. Thus, the more you engage with people and invite them to join efforts with you in working toward a common goal, you are sure to get lifelong customers, followers, and supporters.