Harvard Business Review
JUNE 22, 2016
The use of technology by leading companies from Apple to Uber to personalize their offerings have raised people’s expectations. Outdoor retailer REI goes even further by holding events, classes, and service projects to engage with the local communities around its stores. Personalization is expected.
Harvard Business Review
FEBRUARY 28, 2011
Last year REI drove traffic to its stores by offering $1 donations to charity for every check-in, with a ceiling of $100,000. Games like Farmville and Mafia Wars hosted on Facebook are immensely successful, creating an ideal opportunity for retailers to do something they know well: marry entertainment and merchandising.
Harvard Business Review
JUNE 23, 2014
A better look at the merchandise, and the benefits of touch and feel – but even more, for expertise that could guide their choice. Backcountry.com and Zappos, for example, are excellent online retailers, but they haven’t displaced REI or the local shoe store, because people value that hands-on expertise. Design for empathic expertise.
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