eCommerce is changing how we buy, sell, and market products. First, the rise of eCommerce vendors and marketplaces such as Amazon and eBay drew attention away from brick and mortar stores. In more recent years we are seeing a slight rebalance, in that vendors and marketplaces are recognizing that digital shopping experiences can not only supplant but also bolster in-person shopping experiences.
Within some industries, particularly those that sell non-differentiated, commoditized items, eCommerce makes sense. We don't need to touch and feel five different brands of AAA batteries or K-cups to make a selection. Outdoor adventure gear is another story. I, like many others, enjoy walking around shops like Moosejaw or REI. I enjoy speaking with experts about gear, seeing the new technology in bicycle frames, or just playing with the headlamps. Fortunately, these companies understand the needs of customers like myself and have accommodated our desires. REI is a mecca for fans of the outdoors. Further, REI is learning how to use digital marketing to drive more people to their stores, just not on Black Friday.
In 2016, REI launched a campaign asking its shoppers to AVOID their stores on Black Friday. To give its employees time to rest and to help people appreciate the outdoors on this semi-holiday, REI launched the #OptOutside campaign. Three years later, REI still runs this campaign and has gained partners such as the National Parks Foundation. By drawing from its brand identity and mission to help people do what they love most - experience the great outdoors, REI launched a creative and successful marketing plan.
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