REI Maps Out its Digital Journey

Differentiation is the name of the game in today's competitive retail marketplace, Stritzke noted. REI differentiates itself through content and context, using its expertise as outdoor enthusiasts themselves to be able to give customers the type of service they want and need. For example, the retailer has established the REI Outdoor School, a program that offers professional instruction in outdoor activities (e.g., hiking, climbing, snowsports) to outdoor novices as well as seasoned adventurers. The program has helped bring more than 300,000 people nationwide outdoors, Stritzke said.