REI Relaunches Its Lifetime Membership Program
Specialty outdoor retailer REI is relaunching its lifetime membership program, significantly changing how its members interact with the co-op for the first time in 84 years.
“REI was founded in 1938 by 23 friends who shared the belief that a cooperative enabled a more rewarding outdoor life. That love for the outdoors continues to drive our interest to strengthen our connection with members,” said Vivienne Long, REI’s senior vice president and chief marketing officer.
“We have the opportunity to provide our members with so much more. Our relaunch is the beginning of a new chapter for the co-op and represents the first step of many toward a member experience overhaul that has community engagement at its core.”
The program gives members access to several new lifetime benefits, including member-special collections that offer a curated set of products each month through brand collaborations, limited editions, early access, and special offers. Additionally, members will have exclusive access to pre-used Re/Supply products, free shipping, and shop services at a discounted rate.
The program relaunch comes at a time when consumers are exhibiting increased interest in engaging in loyalty programs — a trend that REI hopes will help engage its member base.
“REI’s membership relaunch comes after more than a year of planning and research. We heard from a diverse group of potential members who shared that the new program has broad appeal to be part of a broader community and creates the opportunity to make a meaningful impact,” said Long.
“Membership is the best way to experience REI Co-op because it provides a lifetime of boundless discovery.”
To date, REI touts 20 million lifetime members and it aims to grow its membership base to 50 million members by 2030.
Anyone can purchase a lifetime membership to the co-op for a one-time fee of $30. The enhanced membership benefits program is valued at more than $85 per year.
As part of the relaunch, REI will donate $5 to the REI Cooperative Action Fund for every membership purchased to support organizations that are committed to justice, equity, and connecting people in outdoor spaces.
Originally published at https://retailbum.com on March 7, 2022.
