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REI pegs growth on effective multi-channel strategy

February 17, 2005

Internet Retailer: As it nears $1 billion in overall sales, outdoor sports gear and apparel retailer Recreational Equipment Inc. continues to see the Web as key to a seamless customer experience across its multiple selling channels, Joan Broughton, vice president of multi-channel programs, said at the eTail conference this week.

REI, which operates two web sites, REI.com and REIOutlet.com, 77 stores and two catalogs, is using integrated Web and store operations to improve customer service as well as cross-selling opportunities, Broughton said.

Because many of its products are highly technical, with even its apparel designed with high-tech features to withstand all types of weather, REI's store associates rely on in-store Web-based kiosks for quick access to the latest product information to better serve customers. But the same kiosks make it possible for customers as well as store personnel to order products not currently available in a store. With REI stores ranging in size from 10,000 to 90,000 square feet, the kiosks make it possible for smaller stores to offer a broader range of products.

"The Web helps stores augment their assortments," Broughton said.

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