Director of sales Matt Hyde points out that while many businesses see the Web as competing with their other lines of businesses, REI takes Web orders “from customers who drive by our stores every day. Many customers are multichannel customers. We can’t choose how our customers want to shop, so we offer our product, any time, any place and answer any question.” REI has integrated digital commerce into every aspect of its operations. Banks of computer kiosks display the online catalog at all locations so customers — or, rather, “members,” as the outdoor retail co-op prefers — can order merchandise not in stock, access deep data and print out full color maps of almost any destination on earth. The typical store visit is two hours. REI’s director of corporate social responsibility, Kevin Hagen, said the co-op’s stewardship efforts “align our business strategies with our mission of getting people outdoors, enjoying a healthy lifestyle and being good stewards of the environment. … we are showing that innovative business solutions that address environmental and social performance are delivering financial results."
