REI invested $1 million in organizations that create opportunities to connect women and girls to nature

  • New $500,000 Force of Nature Fund supports 26 nonprofits across the country 
  • Over 500 organizations responded to REI’s call for submissions

SEATTLE, 2017-Aug-28 — /EPR Retail News/ — As part of its commitment to create access to the outdoors for all, REI has invested $1 million in organizations across the country that are creating opportunities to connect women and girls to nature.

In May, REI launched an expansive, consumer-facing effort called Force of Nature to advance gender equity in the outdoors and encourage millions of its members to embrace the outdoors as “the world’s largest level playing field.” As part of the effort, REI committed $500,000 to three national, women-focused nonprofits with whom it already had a relationship, including Camber Outdoors ($400,000), GirlTrek ($50,000) and the YMCA’s GOLD initiative ($50K). It also launched the $500,000 Force of Nature Fund, which extends the co-op’s existing work with women-focused nonprofits into new territory.

Twenty-six nonprofits were selected from over 500 organizations that responded to REI’s open call for submissions. Those 26 investments announced today, will help address obstacles the co-op found in a national study it commissioned on women and the outdoors.

“We believe a life outdoors is a life well lived for all. That means we support equality from the backcountry to the boardroom,” says Jerry Stritzke, REI’s president and CEO. “REI works with hundreds of nonprofits annually to help communities connect with the outdoors, and protect the places we love. A core part of our business model links the co-op’s health to investments in the outdoor community. As we thrive, we share this success. This year, with Force of Nature, we added a specific focus on groups that are creating new and inspiring ways to advance gender equity and inclusion using the outdoors as a platform. The Force of Nature Fund helped us identify hundreds of organizations doing incredible work, and we’re proud to partner with our new grantees to learn and be inspired.”

REI selected the following 26 nonprofit organizations to receive grants totaling $500,000. Awards were based on the fund’s eligibility criteria. Grants range from $5,000 to $25,000.

This investment is part of REI’s broader community investment strategy, which contributed more than $9M in 2017 to nonprofits at the heart of the outdoor community. Since 1976, REI has invested more than $80 million to steward our nation’s public lands, trails, and waterways, and to promote youth development, health and wellness in the outdoors. REI continues to support these efforts through invitation-only grants. For more information, visit:  https://www.rei.com/stewardship/creating-access.

About the REI Co-op
REI is a specialty outdoor retailer, headquartered near Seattle. The nation’s largest consumer co-op, REI is a growing community of more than 16 million members who expect and love the best quality gear, inspiring expert classes and trips, and outstanding customer service. REI has 150 stores in 36 states. If you can’t visit a store, you can shop at REI.comREI-Garage.com or the free REI shopping app. REI isn’t just about gear. You can take the trip of a lifetime with REI Adventures, a global leader in active adventure travel that runs more than 170 custom-designed itineraries worldwide. The REI Outdoor School is run by professionally-trained, expert-instructors who teach beginner- to advanced-level courses about a wide range of activities. To build on the infrastructure that makes life outside possible, REI invests millions annually in hundreds of local and national nonprofits that create access to—and steward—the outdoor places that inspire us all.

Source: REI

Boden emerged victorious as the CRM/Loylty category winner of Marketing Week’s second Engage Awards

Boden, the multichannel retailer of apparel and accessories, emerged victorious as the CRM/Loylty category winner of Marketing Week’s second Engage Awards. Announced at a glittering ceremony at the Grosvernor House Hotel in London, members of the Boden team were delighted by the recognition by judges and peers for their innovative CRM efforts.

The award-winning “Love Story” campaign featured personalised mailing, addressed to a customer’s first name with a J Loves logo at the front. A fold-out spread was completely unique to each customer based on their shopping history and life story with the brand.

The back of the catalogue featured further personalisation, with product recommendations based on analytics. These were further complemented by personal emails with further recommendations and additional integrated material.

Overall results for the catalogue mailing delivered a near 30% uplift in response. Engage Award’s judges were impressed, commenting “A great example of marketing with a personal touch.” Praising the quality and relevance of personalisation they added, “Strong customisation made it highly engaging and drove strong results”.

Boden’s campaign fought off strong competition in the face of O2’s Priority campaign and Innocent Drinks’ Innocent AGM to claim the Winner’s award. Further shortlisted entries came from Coca-Cola, Cravendale, Fiat, M&S and More Than amongst others.

Now in its second year, Marketing Week’s Engage Awards received even more entries than last year, which were judged by judged by a host of well know industry professionals including Mark Choueke, Editor of Marketing Week, Will Abbott, Marketing and Communications Director, Freesat, Lauren Branston Director, Public Affairs & Communications, Coca Cola, Craig Inglis Director, Marketing John Lewis, Richard Reed CEO Innocent Drinks and Phil Rumbol Founding Partner 101.

Via EPR Network
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Clothing retailer Boden reported a doubling of response on its latest enquirer conversion campaign in Summer 2011

Clothing retailer Boden reported a doubling of response on its latest enquirer conversion campaign in Summer 2011. Investment in an integrated multichannel approach to enquirer mailings with high level of personalisation paid off with improved ROI compared to past campaigns.

In May, Boden mailed Royal Wedding themed postcards to its enquirers, each featuring a personalised URL leading to a tailored micro site. Visitors were able to enter a competition to instantly win £1,000 worth of Boden clothing. Those that weren’t lucky enough to scoop the prize were awarded with a 15% off discount and automatically deep-linked from the micro site to the relevant Boden web page based on their catalogue preferences and gender.

The thorough approach with creative integration from start to finish paid off, boosting both engagement and sales. Matthew Finn, Assistant Marketing Manager at Boden, commented “Despite the higher initial costs we experienced almost double the response rate.” He went on to thank digital printers Howard Hunt and insight partners Celerity for their support in putting the campaign together.

Mr Finn now plans to roll out similar features to more tactical campaigns in the future. “We’ve seen declining response rates for enquirers on traditional mailings”, he says, sighting personalised integrated campaigns as a way to boost enquirer engagement and conversion.

This success follows hot on the heels of Boden’s catalogue campaign that was awarded Marketing Week’s Engage Award in May. The “Love Story” campaign featured personalised mailing, addressed to a customer’s first name with a J Loves logo at the front. A fold-out spread was unique to each customer based on their shopping history and life story with the brand. Overall results for this catalogue mailing delivered a near 30% uplift in response.

Via EPR Network
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