Re/Supply Brand Management
Trade-In & Recommerce
Brand Strategy | Customer Research | Go-To-Market Strategy
The Objective
Scale Re/Supply, the circular gear economy at REI, by growing the trade-in program.
02 The Objectives
Build and scale REI’s Re/Supply trade-in program to extend the life of outdoor gear and reduce waste.
Increase participation in the program while making it easy and compelling for customers to trade in their used gear.
Develop tools and resources to educate customers on recommerce and gear longevity.
01 The Problem
Many outdoor enthusiasts have lightly used gear sitting unused, but there were barriers (knowledge, convenience, incentives) preventing them from trading it in.
Customers needed more education on what could be traded in, how to do it, and why it mattered.
The program needed to scale participation while maintaining operational efficiency.
03 Key Contributions
Drawing on my product design background, I viewed this as a systems design challenge. I focused on optimizing the user journey, defining the program parameters for ease of understanding, and elevating the Re/Supply brand across all key marketing channels.
Redefinition of the brand messaging and visual representation to drive participation.
Reduction in unsellable gear through clearer program parameters and consumer education.
Increased customer satisfaction by implementing process improvements and app redesign for a reduction in trade-in intake time.
