About 10 years ago, REI made me so stinking mad that I swore I’d never grace their check-out again. A brand-advocate no more, I huffed my outraged “customer-no-service” story to everyone that cared to listen. Their offense? They made me pay for return shipping on a few items that didn’t fit. And worse, because I didn’t get my way, I decided the phone rep was rude and dismissive. Yes, I’m guilty of perpetuating the “all-about-me” attitude pervasive in the consumer world.
WORD OF CAUTION: YES, one bad experience can ruin a customer relationship forever. And the reason can be as petty as feeling dismissed.
But then, darn it, suddenly I couldn’t avoid them – they were everywhere. My friends and staff became enamored with this brand, and would gush about how much they LOVED REI. I would consistently challenge them, remind them of my disappointing break-up. My friends could not have cared less. They would tout REI’s incredible customer experience (both online and in-store), the beautiful catalog, helpful online content, the deals they received as a member, and the list goes on. I would begrudgingly peruse the REI catalog laying around the office. I couldn’t help but admire the gorgeous spreads that first compelled me to buy. Not only were they everywhere I turned, I had to admit – they looked really good. I stuck to my jilted guns.
Then I heard rumblings about a few interesting campaigns in the marketplace over the last few years – you may have heard of #OptOutside – and like an old lover, I began creeping. Then while preparing for an adventure vacation in New Zealand, looking for specific apparel items, REI kept popping up in my search results. Were they creeping on me?
In case you’re not familiar with their long-running #OptOutside campaign, since 2015, has REI closed its doors and paused online ordering on Black Friday, granting their 15,000+ employees a paid day off and encouraging them to go and spend the day outdoors. During Thanksgiving of 2019, they took their ideas to the next level. Tweaking their campaign to #OptToAct, REI encouraged not only their employees, but their 18 million+ members to not just enjoy the outdoors but join an organized environmental cleanup effort. Focusing on long-term changes, the Opt to Act Plan suggests 52 weeks of simple challenges to reduce our impact, get active, and leave the world better than you found it.
It doesn’t stop there. REI buys back apparel and gear and then resells it to customers, in an attempt for “One less piece of gear in our landfills. Once more chance at adventure.”
…And wow, the unthinkable has happened – I’ve fallen in love with REI again.
This very minute I have three items sitting in my REI shopping cart, gladly ready to push the “Buy” button. In fact, a jacket in my shopping cart is one of over 1,000 used jackets I had to choose from.
How did this happen? Seriously, ME returning to be a brand advocate of REI? I’ll tell you why.
- MERCHANDISE. Simply put, they carry all the brands I absolutely love, brands like Prana, Athleta, Patagonia, and Columbia. Ten years ago, a few of these brands weren’t even on my radar, but REI understands my needs and have remained current with the times. They have evolved to stay relevant with their audience. While they also sell their own branded merchandise, I find it remarkable that a re-seller of other brands has managed to remain fresh and on-trend.
- BELIEFS. They believe what I believe. Over the years I’ve become much more sensitive to our planet’s cry for us to be kinder residents. REI not only talks, writes and creates videos about taking care of our earth but they also walk the walk.
Simply put, they are authentic.
- RESOURCES. With an incredible eye for what their audience is seeking, this brand provides content I care about. Just go on their website if you don’t believe me. From videos, podcasts, their Co-op Journal, expert advice along with classes and events, they work hard to capture the heart of the outdoor adventurer. I even found an article on “Irelands Best Outdoor Adventures” that I used for my trip to Ireland in 2021.
At J.Schmid we talk a LOT about Being More Human and to be honest, very few brands have hit the mark as well as REI. How do they do it? They know me; even the spurned me. They do their homework, they stand for something and create content that matters.
With smart campaigns but goals to meet, you may be wondering how REI can afford to shut down on Black Friday, THE most important shopping day of the year. But what if I told you their #OptOutside campaign generated 12.5 million Instagram posts and almost 1 million tweets? And what if I told you that an estimated 53.4% of REI’s customers are repeat shoppers which is much higher than the most brands that ring in at 37%? In 2023, REI are still the only major retailer to close all Black Friday operations, but eight seasons of this practice has only improved audience perception of the brand, translating to strong customer loyalty and a net income that’s more than doubled since the birth of the campaign. That’s how they can afford to be authentic in a world of copycat marketers: brands that make an effort to be more human build loyalty and advocacy.
How are you connecting with your audience and winning back old customers? Bottom line, consider becoming a more genuine brand that truly understands your customer.
Need help developing content that wins customers back? Shoot me an email!
Tags: branding, campaign planning, campaigns, Customer Behavior, Customer Experience, customer journey, Lois Brayfield, merchandise, REI