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Retail Sector
REI is one organization that lives by its values. By placing inspiration and education at the centre of their mission, they harness the power of knowledge marketing and easily distinguish themselves from their product-focused and marketing-centric competitors.
REI’s stores, its associates and its website and publications, are treasure troves of valuable and critical knowledge and advice, ranging from a multitude of How To’s on a variety of relevant topics, to important safety tips, to practical planning and lifestyle advice. REI uses every medium at its disposal to be the authoritative source of “mission-connecting” knowledge.
The company – which is actually a cooperative (meaning that every member of REI is actually an owner of the company) – is thus perceived not simply as a purveyor and outfitter or recreational and sporting goods – which they are – but more importantly, they are regarded as a trusted source advice, knowledge and expertise. REI is the expert you want on your side, as you prepare to tackle that rock face, are setting out on your 2-week sea kayaking expedition, or simply when getting the backpack that’s just right for your needs. Compare this to someone who is simply interested in selling you a new bicycle.
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