This video features a keynote from Dan Shull, senior vice president and chief technology officer of REI, titled "Transformation on Purpose" at Total Retail Tech 2023 in Denver.

REI Co-op is on a mission to connect every person to the power of the outdoors and engage them in the fight to protect it. As a member co-op, REI is a different kind of company and thinks differently about how it measures business success. Dan Shull, senior vice president and chief technology officer, shares how REI’s technology transformation is grounded in its purpose and how retailers can consider their values when shaping their road maps.