Let's Talk Loyalty

#450: REI - (Recreational Equipment Incorporated) - Showcases the Principles Creating Customer Loyalty as a Co-Operative

Oct 25, 2023

Clay Walton House from REI discusses how the cooperative ownership structure impacts loyalty. They admire Nike's program and share their journey in the loyalty industry. REI's origins as a consumer cooperative and the challenges of being a large retailer are also explored.

37:02

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Episode guests

REI (Recreational Equipment Incorporated)

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Quick takeaways

REI operates on a unique membership model that ensures accessibility to all individuals and offers various benefits and rewards to its members.

ORI places emphasis on sustainability, accessibility, and inclusivity in its operations, aiming to make the outdoors accessible to everyone and reduce its carbon footprint.

Deep dives

Membership Model and Benefits

ORI operates on a unique membership model where individuals become lifetime members by paying a one-time fee of $30, which is immediately returned as a gift card. This model ensures accessibility to all individuals regardless of their financial constraints. Membership benefits include the Member Resupply, an online marketplace for trading in used gear and buying high-quality, gently used gear at affordable prices. ORI also offers member pricing discounts for services like bike and snowboard repairs, and free services like flat tire repairs and hot waxing for skis and snowboards. Additionally, ORI launched the Member Collection, featuring member-only products and involving members in the product design process.

Introduction

3min

The Ethos of Loyalty and Admiration for Nike's Program

2min

Journey in the Loyalty Industry and Joining REI

3min

The Origins of REI as a Cooperatve

8min

The Challenges and Opportunities of Being a Large Retail-Based Business and Consumer Cooperative

18min

Expressing gratitude and wrapping up the conversation

2min

This episode of "Let's Talk Loyalty" is also available in video format on www.Loyalty TV.

Today's guest joins from a unique and inspirational brand which is guided by four pillars and values that guide everything that they do.

REI, or Recreational Equipment Incorporated, is a U.S. based cooperative, which means it's essentially owned and operated by its 24 million members.

At Recreational Equipment, Inc. (REI) they believe that a life lived outdoors is a life well-lived. They see their purpose as awakening a love of the outdoors, and offer top-quality gear, expert advice, as well as the opportunity to create inspiring stories of life outside, for their members to share with their friends and families.

Our guest is Clay Walton House, the Divisional Vice President of Membership for REI, who explains the incredible meaning this brings to the whole business, along with a whole new level of meaning to the word loyalty.

Please listen or watch on Loyalty TV to enjoy my conversation with Clay Walton House from REI.

Show Notes:

1) Clay Walton House

2) Recreational Equipment Incorporated (REI)

3) REI Co-op Channel

4) Loyalty TV