Latest / The Retention Marketing Podcast with Fexingo: Email, SMS, and Loyalty for Repeat Customers
How REI Co-op Turned Customer Ownership Into Loyalty
Episode 12 of The Retention Marketing Podcast with Fexingo dives deep into how outdoor retailer REI uses its unique co-op ownership model to drive extraordinary customer loyalty. Lucas and Luna unpack the specific mechanics: the one-time $30 lifetime membership fee, the annual dividend averaging 10 percent of purchases, and the psychological ownership effect that keeps members coming back. They contrast REI's approach with traditional points-based programs like Sephora's Beauty Insider, examining why co-op structures create stickier retention than discount-based loyalty. The hosts…
The skinny
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