Harvard Business Review

FEBRUARY 25, 2014

Big data has become the X factor of modern marketing, the hero of every marketer’s story. You may be thinking that data will magically turn bush-league marketing into a winning “Moneyball” performance. Data, alone, isn’t what makes marketing move the needle for business.

Marketing 12

Marketing Reis Brand Retail 12

Harvard Business Review

SEPTEMBER 12, 2012

The fact that they are joined at the hip in so many people's minds means that marketing agencies are thriving — but that the rest of our organizations are not. Companies like REI, Kickstarter, Kiva, Twitter, Starbucks — they get it. They see it as the purview of two functions: marketing and service.

Strategy 21

Strategy Disaggregation Reis eBook 21

Harvard Business Review

MAY 24, 2016

Lafley, who at the time was CEO of the world’s largest advertiser, Procter & Gamble, introduced a marketing concept he called “the moment of truth” for building brand loyalty. Retailers like Nordstrom, REI, and Anthropologie have customized package tracking experiences that provide visibility into the delivery.

Retail 14

Retail Supply Chain Reis Brand 14

Harvard Business Review

JUNE 22, 2016

Customers no longer want anything that is mass-marketed. Outdoor retailer REI goes even further by holding events, classes, and service projects to engage with the local communities around its stores. They offer the “thrill of the hunt” for shoppers who enjoy discovering trending products at prices well below market.

Retail 12

Retail Discount Reis Supply Chain 12

Harvard Business Review

DECEMBER 7, 2017

retail market at less than 10% as of the first quarter of 2017, online sales are growing at almost 10% per year. REI) charges customers $20 to $40 to tackle the 60-foot climbing walls and structures it has in its flagship stores, offering instruction and also essentially getting customers to pay to try out its mountain-climbing equipment.

Merchandising 16

Merchandising Retail Reis Discount 16

Harvard Business Review

DECEMBER 25, 2013

However, the real success isn’t in the amount of cash Coin raises; it’s that the minds behind Coin have proven there’s a market demand for their product using the only research method that counts: the market itself. Coin has managed to test the market without ever actually releasing the physical product.

Products 8

Products Productivity Reis FAQ 8

Harvard Business Review

SEPTEMBER 17, 2018

REI—an outdoor supplies company—sells inexpensive co-op memberships , and members enjoy members-only sales, free classes, even in-store “garage sales” of returned merchandise. Think about a friend who claims to “discover” a band because they knew about it before any of their peers.

Products 13

Products Productivity Reis Film 13

Harvard Business Review

JUNE 23, 2014

Showrooming , once a worry primarily for consumer electronics retailers, is expanding into markets we might have thought exempt. Backcountry.com and Zappos, for example, are excellent online retailers, but they haven’t displaced REI or the local shoe store, because people value that hands-on expertise.

Retail 12

Retail Reis Price Banking 12

Harvard Business Review

FEBRUARY 3, 2015

Each of these executives offered plenty of ideas when the discussion turned to promotions, social media tactics, and marketing messages. They seemed to think that designing and managing the customer experience is a marketing function, as if the customer is only associated with marketing, and the store only with operations.

Brand 8

Brand Reis Objective Merchandising 8

Harvard Business Review

NOVEMBER 3, 2015

All of these require year-round dedication to management and marketing, rather than once-a-year sales gimmicks. Outdoor retailer REI does this well across their channels including email, mobile, website, stores, in-store kiosks, and print. For instance, one of the most popular gifts last year was a gift card from Starbucks.

Retail 8

Retail Reis Price Discount 8

Harvard Business Review

MAY 14, 2015

The buds of innovation are fragile, and are easily squashed by critique or a view of the competitive market environment. While many startups fail because of poor execution, I would argue that the majority fail because their product has no market. First, it’s easy to talk yourself out of a good idea. The difference is in intent.

Products 8

Products Productivity Reis Definition 8

Thin Difference

APRIL 11, 2019

Producer: owned by producers of commodities or crafts who have joined forces to process and market their products. Publix Super Markets , more than 50 percent employee-owned. There are five different types of cooperatives including: Consumer: owned by consumers who buy goods or services from their cooperative. Cooperative Examples.

Organization 62

Organization ESOP Cooper Reis 62

Harvard Business Review

MAY 22, 2013

By contrast, Miele, which makes and markets everything from kitchen equipment to household wares, runs 10 "Centers" in the United States. Homeplus is now the market share leader in South Korea. The more compelling and unique — think REI with its climbing walls — the better. The lesson for marketers is fundamental.

Retail 8

Retail Reis Merchandising Download 8