CONSUMER&

BRANDBrandKPIs

for

sports

&

outdooronline

shops:

REI

in

the

United

StatesConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

REI’s

performance

inthe

sports&outdoor

onlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202483%

of

REI

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??REI’s

brandingresonates

more

withGen

X?REIgenerally

appealsto

women

more

thanmen?REIranksoutsidetheTop10

inawareness

withinthesports&outdoor

onlineshop

market?Thepopularity

ratingof

REIis

28%?Among

REIenthusiasts,57%

fallunderthehigh-income

category?REIranksoutsidetheTop10

inusage?Interms

of

loyalty,REIisthirdinthe

United

States?REIhasascore

of

13%

formedia

buzz?Consumers

want

theirsports&outdoor

onlineshopbrandstohavereliability,

highvalue,and

honesty

/trustworthiness3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

REI

at

83%Brand

profile:

snapshotBrand

performance

of

REI

intheUnitedStates83%37%28%13%12%AwarenessPopularityUsageLoyaltyBuzz5Notes:Sports&outdooronline

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=457,

respondents

who

know

the

individual

brand

(popularity),

n=457,respondents

who

know

the

individual

brand

(usage),

n=53,

respondents

who

have

used

the

individual

brand

(loyalty),

n=457,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024REI’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations38%38%36%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeREIbygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatREIislikedby13%

ofBaby

boomers

and

38%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is9%

and26%,

respectively.29%26%ForMillennials

andGen

Z,

38%

and

11%

feel

positivelytowards

REI,versus

36%

and

29%.

Socurrently,

forREI,Gen

Xconnects

most

with

theirbrandcompared

totheoverall

industryuser.13%11%9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestosports

&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=130,

REIenthusiast,

n=987,

sports&outdoor

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024REI

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

REIshows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%11%86%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

REIhasasimilarproportion

ofLGBTQIA+

consumers

when

comparedtothe

industryusers

ingeneral.48%52%51%

ofwomen

likeREIcompared

to49%of

men,whereas

forthe

overall

industry,52%

ofmen

usesports&outdoor

onlineshopscompared

to48%

ofwomen.51%49%88%10%

ofREIenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to11%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

sports&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=130,

REI

enthusiast,

n=987,

sports

&outdoor

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

REI

enthusiasts,

57%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.20%24%Single40%22%17%CoupleSingleparentNuclear57%

ofREIenthusiastsarefrom

high-income

households.REI’s

brandisgenerally

enjoyed

more

byconsumers

who

arepartof

amulti-generational

household,

11%

of

REIenthusiastshavethiscurrent

livingsituation.58%7%10%26%31%29%20%Multi-generational11%10%28%4%4%ExtendedOther17%14%8%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=130,

REIenthusiast,

n=987,

sports

&outdooronline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

sports

&

outdoor

online

shop

brands

to

have

reliability,high

value,

and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

sports

&outdoor

online

shopbrandsForsports

&outdoor

online

shops,thetopthree

qualitiesusers

wantfrom

abrandarereliability,

high

value,andhonesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%REIusers

also

appreciatethese

keyattributes,indicating

REIexudesthesequalities.SocialresponsibilityCoolnessThequalitiesthatREIenthusiastsareleast

focused

onare

thrill/excitementandboldness.ReliabilityExclusivityREIshouldwork

onpromoting

honesty

/trustworthiness

toconvert

enthusiastsinto

owners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

sports&outdoor

online

shops,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:

n=53,

REIusers’,n=130,

REI

enthusiast,

n=987,

sports&outdoor

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

REI

fans,

29%

state

that

they

get

excited

about

sports

&

outdoor

onlineshopsBrand

profile:

attitudesWhat

doconsumersthink

ofsports

&outdoor

onlineshopsingeneral?53%36%35%29%26%25%24%22%22%21%21%16%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

sports&outdoor

topicsrelating

toonlineshopssports&outdooronlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

sports

&outdoor

online

shops

do

you

agree

with?”;

Multi

Pick;“When

it

comesto

sports

&outdooronline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=130,

REIenthusiast,

n=987,

sports&outdoor

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1183%

of

REI

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

sports

&outdoor

online

shops,theaverage

awareness

of

abrandinthe

United

Statesis61%.

Awareness

of

REI,however,

is

at37%.Awareness28%

ofU.S.

sports&outdoor

onlineshop

userssaythey

likeREI,compared

toanindustryaverage

brandpopularity

of33%.12%

ofindustryusers

intheUnitedStatessaythey

useREI,with

the

average

usageof

abrandat20%.BuzzPopularity83%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

75%.REIhasbeen

noticed

lessinthe

media

compared

toother

brands,with

a“Buzz”score

of13%

compared

to21%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Sports&outdooronline

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=457,

respondents

who

know

the

individual

brand

(popularity),

n=457,respondents

who

know

the

individual

brand

(usage),

n=53,

respondents

who

have

used

the

individual

brand

(loyalty),

n=457,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024REI

ranks

outside

the

Top

10

in

awareness

within

the

sports

&

outdoor

onlineshop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofREIRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Nike93%92%88%87%87%85%79%78%75%65%2adidas3DICK's

Sporting

GoodsFoot

LockerReebok37%45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Under

ArmourTEMU63%78Bass

Pro

ShopsColumbiaOutofallrespondents,

37%

were

aware

of

REI.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9AwarenessN/A10Champs

Sports13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

REI

is

28%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofREIRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Nike59%52%43%42%40%39%35%33%32%32%2adidas28%3DICK's

Sporting

GoodsUnder

ArmourAcademy4Outofconsumers

who

knew

thebrand,

28%

saidtheyliked

REI.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.56Columbia7Bass

Pro

ShopsFoot

LockerReebok72%89PopularityN/A10YETI14

Notes:“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=457,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024REI

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofREIRank#

BrandUsage

%41%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

sports

&outdoor

online

shops,which

ofthefollowing

brandshaveyou

usedinthepast12

months?”.1Nike12%2adidas35%3DICK's

Sporting

GoodsUnder

ArmourAcademy28%Outofconsumers

who

knew

thebrand,

12%

saidtheyused

REI.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.427%526%6TEMU23%7Columbia22%8Bass

Pro

ShopsFoot

LockerBackcountry21%88%920%UsageN/A1020%15

Notes:“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:

n=457,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,REI

is

third

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofREI’s

consumersRank#

BrandLoyalty

%89%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Nike17%2AcademyREI85%383%4Under

Armouradidas82%582%6DICK's

Sporting

GoodsFoot

LockerYETI81%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

sports

&outdooronlineshops,which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.779%878%83%9Finish

LineColumbia77%Outofrespondents

whohaveused

REI,83%

saidtheywould

usethe

brandagain.LoyaltyN/A1077%16

Notes:“When

it

comesto

sports&outdoor

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;

Multi

Pick;Base:n=53,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024REI

has

a

score

of

13%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofREIRank#

BrandBuzz%39%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Nike13%2TEMU31%3adidas31%Outofconsumers

who

knew

thebrand,

13%

saidtheyhadheardaboutREIinthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4DICK's

Sporting

GoodsAcademy31%528%6Bass

Pro

Shopslululemon26%723%8BackcountryUnder

ArmourFoot

Locker20%87%920%BuzzN/A1019%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=457,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlockn