REI Strategy Analysis

REI, which stands for Recreational Equipment Incorporated is a sporting goods company that specializes in quality outdoor gear. The company started in 1938 as a gear co-op, and has grown to include more than 3.5 million active members, which it serves through 30 stores, as well as catalog and Internet operations (REI.com). REI has successfully built a competitive advantage through the four generic building blocks of efficiency, quality, innovation and customer responsiveness (Kluyver, C. (2010)). At REI, the goal is to inspire, educate and outfit for a lifetime of outdoor adventure and stewardship (REI.com). REI’s value proposition is that the company sells quality recreation products in stores and everything they sell is 100% guaranteed. Regardless

This is why people turn to REI. REI provides classes to teach new techniques to customers who are beginning runners, climbers, and hikers (REI.com). This is what sets REI apart from its competition. REI hires employees that understand directly what customers are looking for and can provide advice customers want before making a purchase. By hiring familiar employees who use the products they sell, they are able to sell up and offer the best options to customers, which results in in improving sales and revenue, sales were 2 million last year

(REI) offers are classes and events. REI offers outdoor equipment and clothing for everyone from mountain climbers to mall walkers. The company is the nation's largest consumer cooperative with more than 5 million members. Through about 138 outlets in more than 30 states, REI sells high-end gear, clothing, and footwear for outdoor activities, such as climbing, kayaking, and skiing, as well as for hiking, bicycling, and camping. Its travel service, REI Adventures, offers trips such as cycling the Alps, sea kayaking Costa Rica, and hiking New Zealand (rei.com/adventures). Most retail stores that retail similar merchandises do not offer any kind of class to help consumers gain practice or learn the basics, but REI does, which separates them from the competition. Some classes are free and some are at a full or discounted cost, depending on membership. Memberships include discounts in-store as well as on trips and classes. There are different types of classes that are offered, for example yoga, snowshoeing, running and biking. Some of these are offered at their stores and others are at locations close to a store