REI Maps Out its Digital Journey

Emphasis on Mobile
REI views mobile as another engagement opportunity with its customers. It's about identifying those "mobile moments" and finding solutions for them, said Brad Brown, whether they take place in one of its stores, out on a ski slope, on a shopper's couch, etc. REI has a a mobile website, which is currently being replatformed (along with the retailer's desktop site); an iPad app, which it launched this year; iPhone and Android apps; and a snow report app that gives users the latest skiing conditions at their favorite resorts.