REI, a leading seller of outdoor apparel and equipment, has a unique co-op business model that includes a quadruple bottom line. The retailer closely monitors and reports on the health of the business, as well as the health of its employees, its co-op members, and society at large. That quadruple bottom line and company mission, different many other retailers, impacts so many facets of the business, including technology spending and investment areas. 

In a keynote presentation last week at Total Retail Tech in Denver, Dan Shull, senior vice president, chief technology officer at REI, detailed how the retailer prioritizes tech investments, including the factors that go into such decision making.