REI Executive Summary

While REI positions itself as a high-end brand and is more focused than its competitors. REI has developed and maintain a unique price strategy with its focus on product differentiation, social responsibility and an all encompassing devotion to the environments sustainability. REI has made itself a leader through clear differentiation strategy, REI brand name is embedded as a high-end quality product this allows for the company to charge premium prices. REI is the largest consumer cooperative (co-op) in the US. REI’s success stems from intense customer loyalty, passionate employees; employees that help to foster REI’s brand awareness and help to build its equity. Although REI’s strategy has allowed it to grow, it is also easily subject to imitation. As other retailers attempt to cope REI strategy, REI’s market shares are threatened (Komvopoulos et al., 2013). …show more content…
REI online and retail stores provide a one-stop shopping experience. REI’s retail stores also provide various discounts and services that draw new customers. For customers that need educated on outdoor and sporting good products, REI offers its customers workshops to help educate its community. REI also has a complex rental system that provide camping and winter sports equipment. REI provides its customer with a “try out” before you buy it program, it also provides a anytime refund policy for full refund. REI most unique offering is its exclusive offerings of adventure world-tour entirely supported by its high-end equipment. All these elements distinguish REI, allowing customers to feel both assurance and ease when making purchases. These price strategies help in maintaining REI’s economic success Komvopoulos et al.,