REI.com
The REI brand ambassador program will be based around groups. The strategy will be focused on place -- built around the company's network of stores as a means of getting people to the stores (Andersson & Ekman, 2009). The groups will promote different outdoor activities, using REI equipment of course. The groups will be run through the stores, and will require 1-2 people at each store to organize. The company will basically serve as the facilitator and coordinator for the groups, but the ambassadors will be running each group. REI has around 140 stores, give or take, so a target should be for a group associated with each store.
Other goals should be associated with memberships, which should increase 5%, and the program should have an objective of increasing sales to members by 15% in the first year. This will occur by getting them introduced to new activities that will spur sales.
Members who participate in the groups will be rewarded with swag -- usually low cost items like water bottles, winter gloves and other items. In addition, the company can reward with special events, like barbeques, exclusive members' nights at local microbreweries and that sort of thing. The groups could even compete in running races or kayaking or something...
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