REI takes a stand against Black Friday

Risky move for bottom line or genius for building customer loyalty?

REI has a loyal following of outdoor enthusiasts both online and off, building membership through their co-op for 76 years dedicated to "a life outdoors," and nurturing customer relationships with more than 308.2K followers on Twitter alone! 

In a resent announcement, REI Chief Executive and President Jerry Stritzke, took a bold stance against Black Friday. Saying that it has "gotten out of hand," pushing competing retailers to open so early that employees end up working on Thanksgiving. "(REI) has been dedicated to one thing and one thing only: a life outdoors. We believe that being outside makes our lives better. And Black Friday is the perfect time to remind ourselves of this essential truth," said Stritzke. Giving all of their employees a paid day off not only on Thanksgiving, but also on Black Friday to "explore the outdoors" reinforces their brand values and sharing that message on social media is the perfect combination.

"Stritzke said that it's more valuable for REI to bring in new, passionate members than to compete for holiday bargain hunters." CNN Money article

At first, it seems like this bold choice could go one of two ways - either the business will struggle to regain giant loses from being closed on the busiest shopping day of the year, or they recoup multi-fold through the gain of new loyal customers enamored by their compassion for their employees and their business' mission to embrace the outdoors. This loyal customer believes the later is already evident.

Sharing their message through social media using #optoutside has produced more than 50k tweets in just a few weeks. (Analytics by TOPSY)

But will REI sink or swim by this tactical choice? 

Businesses fail when they focus on their business goals and pay less attention to customers' unmet social needs. (Social Strategies That Work)

Let's look at 3 components to successful social media strategy and consider REI's position.

1. Must reduce costs or increase customers' willingness to pay

REIs customers are already declaring their support by the thousands by choosing to #optoutside, stating that they are willing to forego sales in support of REIs anti-commercialism values--showing a willingness to pay more! 

2. Help people establish or strengthen relationships

REIs "Tell the World" campaign tool allows followers to easily customize their own Opt Outside message to share with their friends/followers. As of November 14th, 878,459 people have shared this message with friends expressing their values while connecting with others with similar values.

3. Customers do free work on the company's behalf

Thousands of influencers and followers are spreading REI's message. According to Hashtagifyme, three of the top influencers using the hashtag #optoutside are USATODAY, Newsweek and Shape Magazine! Big influencers spreading the message on REIs behalf!

It seems that REI is confident that closing on Black Friday will not only attract new loyal customers, but also build existing customer loyalty which will out weigh customers' desire to pay less.

In an era of consumer marketing, the outcome of this bold move rests in our hands. I for one, commend REI for taking a stand against the excessive commercialism that Black Friday represents and that will factor in on my future purchases! 

Will you #optoutside on Black Friday? I will! Thanks REI for taking a bold stand in favor of your values--and mine!

A loyal customer,

Nancy

Where will you be on Black Friday? I'll be hiking!