REI Starts with One-Way Blog Approach
By George Anderson
A report in the Puget Sound Business Journal says managers at Recreational Equipment Inc. (REI) stores will begin making posts to weblogs next month to communicate information of interest to customers who shop in their stores.
In this first attempt into blogging, the company is creating sites with one-way communication. Unlike other blogs where visitors respond directly on a site, the REI blogs will only post comments from the managers.
The blogs may also be translated into email so that the managers at REI’s 78 stores can send news of events and classes in their area to interested shoppers.
David Geller, president and chief executive officer of WhatCounts, the firm that developed the blogging technology for REI, said he was not aware of any other retailers in the Puget Sound area using blogs to communicate with customers.
REI’s email manager, Meg Reynolds, said the company hopes to further develop its blogging capabilities moving forward. “Eventually, I think it would be cool to have local customers talking about their favorite hikes,” she said. “I think we will see how this baby step in blogging is perceived and take it from there.”
Moderator’s Comment: What do you think about REI’s initial steps into blogging to communicate with shoppers on a local level? Are blogs something every
retailer should consider doing? –
George Anderson – Moderator