When explorer Jim Whittaker became the first American to reach the summit of Mt. Everest in 1967, he was outfitted in Eddie Bauer down-insulated gear. When he led a trek to Mt. Everest base camp this year, nearly 40 years later, at the age of 74, Eddie Bauer reprised its role as expedition outfitter, and also used Whittaker’s return to reward its best Seattle-area customers with a highly localized e-mail promotion.
Eddie Bauer used its best-customer list from its Seattle, Wash., store this summer to come up with an invitation list for a Seattle store event featuring an opportunity to meet Whittaker and view his video presentation of the trek to base camp. Eddie Bauer tapped into its local e-mail file and delivered the invitations via e-mail, along with a 20%-off offer on merchandise available to invitees only, during the event.
About 100 people attended the welcome home store event and video presentation, brought in by the e-mail and the opportunity. “About 80% of the people were there as the result of the invitation,” says an Eddie Bauer spokesperson. Whittaker’s trek also has been featured on Eddie Bauer's web site, with links to expedition content and photos, under the retailer’s ongoing strategic efforts to invoke some of its earlier outdoors outfitter history.
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