REI Designs its Retail Stores to Bring the 'Outdoors' Indoors

REI may be one of the best companies at turning shopping into an experience and turning customers into devoted patrons. That's because REI isn't merely a place to pick up parkas, tents or bikes. It's a store where customers can go to learn how to use a GPS device on a trail, figure out which local waterways offer the best kayaking for beginners and discover what to pack for a summit attempt on a 14,000-foot peak. It's a place where outdoor enthusiasts go to be inspired.