REI Maps Out its Digital Journey

REI generated over $2 billion in sales last year, with digital (online and mobile) accounting for 23 percent of those total sales. Digital is the fastest-growing business segment for REI. Recognizing the growth opportunity at hand, REI has identified four factors it believes are integral to its digital success, Stritzke said: being a multichannel company; creating the flagship of the 21st century; differentiating itself from its competitors; and a belief in mobile.