REI Maps Out its Digital Journey

Outdoor gear and apparel retailer REI was one of the early pioneers in the e-commerce industry, launching its first website in 1996. That online experience has changed quite a bit in the nearly 20 years since its launch, but one thing remains the same: the company continues to try to provide its members (it's a co-op) the best shopping experience possible. In a keynote presentation yesterday at the Shop.org Annual Summit in Seattle, REI's President and CEO Jerry Stritzke, as well as its Senior Vice President of Digital Retail Brad Brown, discussed how REI is evolving its digital properties into the 21st century flagship store.