Rei optoutside case study
From: Matthew F.
Category: healthy eating
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Many brands focus their marketing efforts on building an always-on, consistent social strategy with the goal of remaining top-of-mind with consumers year-round. Recreational Equipment, Inc. Initially conceived as a stand against the ghastly American consumerism of Black Friday, the messaging around OptOutside was inclusive of everyone who would benefit from not being able to shop at REI stores or on the website and spending time outdoors instead — both consumers and REI employees. One of the easiest ways to do that is the junior ranger programs at most national parks and national monuments. A lot of state parks have them too.
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So, in a way, everyone wins. The campaign itself is REI-specific in certain respects. The retailer is shrewdly playing to its core audience here, according to Rebecca Brooks, partner at Alter Agents. The brand not only came out a month ahead of Black Friday to get far ahead of the trend and look like a leader, but it has also launched an OptOutside microsite to further capitalize, she noted. Further, Ashley Orndorff, director of marketing for Visual Impact Group, called this is a viral social campaign that has catapulted brand awareness to record heights.
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The two retailers have drastically different approaches to experiences, but both prompt the industry to invest in loyal customers and push boundaries in stores. In a retail landscape trying to cater to millennials and Gen Z, experiential retail has become both buzz word and synonym for "good retail," and some sectors are better poised to adapt to that trend than others. Beauty retail, for example, has been held up as a prime case study of experiential retail , with specialty stores like Sephora and Ulta pioneering the movement toward services, fresh store concepts and play-based retail.
Want to use our logo? There's a page for that , including instructions and different styles and formats. Provides essential full-stack visibility into performance and reliability to deliver a consistent digital customer experience across a wide variety of e-commerce, informational, and community websites and mobile apps. No matter how you interact with the company, its core purpose shines through: going the extra mile to help its members and customers not just buy great outdoor gear, but to live and enjoy an active outdoor lifestyle, with helpful advice, empowering classes, and inspiring adventure trips.
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