Website Analysis: REI

REI is using a new messaging framework that will provide college students a reason to purchase REI gear during back to school sessions. From a weekend warrior, to the not so adventurous, REI has created scenarios that appeal to a variety of college students. REI wants to give college students a reason to make college an adventure. This campaign was used across all social channels (Facebook, Twitter, Pinterest and Intagram) and customers were encouraged to tell how they would “#SURVIVECAMPUS” during the new school year. REI developed a style guide for its communication content so that it is maintained across all retail channels (Broesel, 2014).

REI uses its largest media tool, its website as its most powerful tool. REI leads with a story not just the products. REI makes its consumers feel personally connected by sharing compelling stories about an experience an employee or fellow customer has had. When customer can relate to these shared experiences, they ultimately are relating to the brand that is sharing the story. …show more content…
Facebook connects members and customers blog post, photos, stories and videos of their adventures. These same stories are highlighted on individual retail stores and store event pages. These content pages help to create lots of opportunities for helping to build and foster connections with REI communities and retail stores (Briody,