Branding: The Integrated Shopper

REI's catalog and website are clean, well-organized and easy to shop. As I was looking at both the catalog and site at the same time — which is how most consumers do it — I encountered no inconsistencies or problems. The website offered further details and made the shopping experience pleasant.

But its stores have always been what REI is known for. They allow you to experience the products and try them out — strap on the gear and tackle the climbing wall. The enthusiasm of the employees shines through, too. If REI could bottle that store experience and somehow translate it to the pages of the catalog and website, it would have a perfect trifecta. But until then, I give it a B+.