Latest / The Marketing Funnel Podcast with Fexingo: Awareness, Interest, Decision, and Action Stages
How REI Uses Co-op Membership as a Marketing Funnel
In this episode of The Marketing Funnel Podcast, Lucas and Luna break down how outdoor retailer REI turns the traditional AIDA model on its head using a co-op membership structure. They explore how REI's $30 lifetime membership creates an 'interest before awareness' funnel, with members becoming the brand's most powerful acquisition channel. The hosts discuss specific numbers: how membership drives 70% of REI's sales, the 10% dividend as a retention mechanic, and why the co-op model makes the decision stage almost frictionless. They also touch on how REI's Opt…
The skinny
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