REI Maps Out its Digital Journey

Our best customers engage with us in both channels, Stritzke added. That's the reason why REI analyzes the digital presence in a market before deciding to put a brick-and-mortar store there.

Personalization Not a Top Priority
While certainly not dismissing the value of personalization, REI sees it as less of a priority than some of its other initiatives, namely building a community of brand loyalists. The nature of its products and how they're used makes REI a brand that fosters a passionate customer base. Engaging and better serving that community with expert advice and service is what the company strives for.