REI, a national retail co-op selling high-quality outdoor adventure gear and apparel, has built its brand...
Fantastic news! We've Found the answer you've been seeking!
Question:
Transcribed Image Text:
REI, a national retail co-op selling high-quality outdoor adventure gear and apparel, has built its brand identity on making outdoor adventures more accessible. The company's "#OptOutside" 2015 Black Friday campaign is an excellent example of how a strategic initiative can reinforce and extend a brand. A month before Black Friday in 2015, REI announced that it would be giving all of its employees a paid vacation day, closing its stores and suspending online sales on this famous shopping day. By doing so, REI hoped to enable its employees, and of course customers, to #OptOutside instead of spending the day shopping. The campaign was supported by a microsite, a social media campaign, and entertaining online films. Individuals were encouraged to use the designated hashtag to share their activities and experiences. Additionally, REI partnered with a geo-mapping service to help those who wanted to explore the outdoors but were not as familiar with their surrounding areas. The ambiguity of the #OptOutside tagline was intentional-it made the concept broad enough to apply to many different types of people from highly active hikers and bikers to individuals who were simply nature enthusiasts. It allowed the REI community to define what opting outside meant to them personally. The campaign's impact was significant. More than 150 other retailers and the National Parks department also decided to participate-that number has risen to 275 for the 2016 season. Last year 1.4 million people joined in on the trend, and REI expects that number to continue to grow. Ultimately, REI's intention with the campaign was not a short-term stunt but a calculated reinforcement of its brand identity and encouragement for more people to shop at stores. The company's efforts certainly paid off, with customer membership to the REI co-op rising significantly in the wake of the campaign. Questions: 1. Why does #OptOutside improve REI's performance over the long run? 2. What are the risks associated with developing the brand in this way? REI, a national retail co-op selling high-quality outdoor adventure gear and apparel, has built its brand identity on making outdoor adventures more accessible. The company's "#OptOutside" 2015 Black Friday campaign is an excellent example of how a strategic initiative can reinforce and extend a brand. A month before Black Friday in 2015, REI announced that it would be giving all of its employees a paid vacation day, closing its stores and suspending online sales on this famous shopping day. By doing so, REI hoped to enable its employees, and of course customers, to #OptOutside instead of spending the day shopping. The campaign was supported by a microsite, a social media campaign, and entertaining online films. Individuals were encouraged to use the designated hashtag to share their activities and experiences. Additionally, REI partnered with a geo-mapping service to help those who wanted to explore the outdoors but were not as familiar with their surrounding areas. The ambiguity of the #OptOutside tagline was intentional-it made the concept broad enough to apply to many different types of people from highly active hikers and bikers to individuals who were simply nature enthusiasts. It allowed the REI community to define what opting outside meant to them personally. The campaign's impact was significant. More than 150 other retailers and the National Parks department also decided to participate-that number has risen to 275 for the 2016 season. Last year 1.4 million people joined in on the trend, and REI expects that number to continue to grow. Ultimately, REI's intention with the campaign was not a short-term stunt but a calculated reinforcement of its brand identity and encouragement for more people to shop at stores. The company's efforts certainly paid off, with customer membership to the REI co-op rising significantly in the wake of the campaign. Questions: 1. Why does #OptOutside improve REI's performance over the long run? 2. What are the risks associated with developing the brand in this way?
Expert Answer:
Answer rating: 100% (QA)
1 The main reason why OptOutside improves REIs performance over the long run is ... View the full answer
Related Book For
Accounting
ISBN: 978-0324401844
22nd Edition
Authors: Carl S. Warren, James M. Reeve, Jonathan E. Duchac
Posted Date:
Students also viewed these general management questions
-
Table 2.1: Actual sales data for the reading glasses during 2021 Month Actual Sales (Pairs of reading glasses) January 2021 2 800 February 2021 3 000 March 2021 5 000 April 2021 4 000 May 2021 5 600...
-
From the following list, identify the accounts that should be closed to Income Summary at the end of the fiscal year: a. Accounts Receivable b. Accumulated DepreciationEquipment c. Depreciation...
-
Financial position plays a crucial role in helping understanding an organization. The statement of financial position also known as a Balance Sheet represents the Assets, Liabilities and Equity of a...
-
5 Question 42 (2.5 points) Consider a put option that gives the long position the right to sell the underlying asset for $12.34 in 5.67 years. The continuously compounded risk free rate of interest...
-
In a survey, 200 people were asked to identify their major source of news information; 110 stated that their major source was television news. a. Construct a 95% confidence interval for the...
-
Solve Equation 7.113 for zero initial conditions and for each of the following forcing functions: (a) \(p(x, t)=u(t)\), where \(u(t)\) is the unit step function (b) \(p(x, t)=\sin \Omega t\) (c)...
-
In a study of reaction times, the time to respond to a visual stimulus (x) and the time to respond to an auditory stimulus (y) were recorded for each of 10 subjects. Times were measured in...
-
Blanda Incorporated management is considering investing in two alternative production systems. The systems are mutually exclusive, and the cost of the new equipment and the resulting cash flows are...
-
Explain what the SDLC model is, how it relates to the project lifecycle and how it can be helpful in your project planning.
-
A supplier shipped $3,000 of ingredients on 12/29/17. Peyton receives an invoice for the goods, as well as a bill for freight for $175, all dated 12/29/17. Goods were shipped FOB suppliers warehouse....
-
Use the following post-closing (i.e. beginning) trial balance to specify the beginning balances in the T-accounts on pages 3 and 4. The beginning balance for Cash is specified in the T-account...
-
Blossom Company's standard labor cost of producing one unit of Product DD is 3.80 hours at the rate of $10.30 per hour. During August, 40,200 hours of labor are incurred at a cost of $10.50 per hour...
-
Answer each question and explain your rationale where required. 1.What are the two methods of calculating the marginal costs. Why would each method be useful? 2. Name the operational cost...
-
In the below code of a customtkinter GUI application of Regula Falsi Numerical Method, kindly update the part where it updates the equation so it accepts cos, sin equations as well for e.g....
-
Bonus Company had the following amounts in its statement of cash flows for the year ended December 3 1 , 2 0 2 2 . Net decrease in cash from operating activities $ 1 1 2 , 0 0 0 Net decrease in cash...
-
We have learned that leadership is not limited to businesses. Parents, relatives, students, friends, neighbors, and volunteers represent a small example of those who lead. You may find that there is...
-
M6-21. Using Inventory Analysis Tools AutoZone and O'Reilly are two competitors in the retail automotive parts industry. $ thousands AutoZone O'Reilly Average 2018 Inventory... $ 3,912,878 $3,101,572...
-
A bar of a steel alloy that exhibits the stress-strain behavior shown in Figure 6.22 is subjected to a tensile load; the specimen is 375 mm (14.8 in.) long and has a square cross section 5.5 mm (0.22...
-
The senior management of Lannigan Company has proposed the following three performance measures for the company: 1. Net income as a percent of stockholders equity 2. Revenue growth 3. Employee...
-
In a recent balance sheet, Microsoft Corporation reported Property, Plant, and Equipment of $6,078 million and Accumulated Depreciation of $3,855 million. a. What was the book value of the fixed...
-
Golf-Easy Company has 10,000 shares of 3% preferred stock of $50 par and 25,000 shares of $100 par common stock . The following amounts were distributed as dividends: Year 1 ....... $ 40,000 Year 2...
-
The pendulum has a mass of \(7.5 \mathrm{~kg}\) with center of mass at \(G\) and has a radius of gyration about the pivot \(O\) of \(295 \mathrm{~mm}\). If the pendulum is released from rest at...
-
A metal hoop with a radius \(r=6\) in. is released from rest on the \(20^{\circ}\) incline. If the coefficients of static and kinetic friction are \(\mu_{s}=0.15\) and \(\mu_{k}=0.12\), determine the...
-
The \(\operatorname{drum} A\) is given a constant angular acceleration \(\alpha_{0}\) of \(3 \mathrm{rad} / \mathrm{s}^{2}\) and causes the 70-kg spool \(B\) to roll on the horizontal surface by...
Study smarter with the SolutionInn App