REI upgrades online expert advice
US outdoor apparel and equipment retailer REI (Recreational Equipment, Inc.) and Demand Media have announced a three-year partnership that will “provide outdoor enthusiasts with helpful insight on recreation locations via REI Guidepost on the retailer’s website and a compelling shopping experience at the Trails Gear Store”.
“Demand Media’s mission is to create engaging online experiences that help consumers pursue their passions,” said Larry Fitzgibbon, executive vice president of media and operations at Demand Media. “We are doing this by providing specific information and access to products that they likely want to purchase or recommend to their fellow enthusiast.
“Our relationship with REI, the most trusted and well-known name in outdoor adventure, is an enormous benefit to consumers because together we’re delivering solutions at both Trails.com and REI.com where they can find expert insights while also gaining access to a full line of merchandise that matches their outdoor needs.”
Under this arrangement, Trails.com has licensed content to REI’s new outdoor activity resource, REI Guidepost, which includes topics covering more than 50,000 recreation destinations.
“REI’s Guidepost is an online extension of our knowledgeable and friendly expertise provided to customers and members in our retail stores,” said Natalie Crain, REI’s director of brand communications. “With the new tool, users can access user-friendly information on local outdoor recreation destinations. Further, the offering enables REI to build upon the wealth of information already presented on our website, complementing expert advice articles on a wide range of outdoor interests, videos, blog posts, customer reviews and more.”
