Crossing the Channels

Recreational Equipment Inc. (Seattle) was named one of the best multi-channel retail companies in a report by Forrester Research.

The report, “Multi-channel Best Practices,” said that while multi-channel shoppers spend two to three times as much as single-channel shoppers, fewer than half of the top 100 retailers today demonstrate multi-channel best practices. REI was cited for the “consistent shopping experience it provides across all channels to its customers.”

REI scored high on Forrester's multi-channel retail evaluation, which measures the top 30 things a retailer must do to deliver a good multi-channel experience. Ratings were particularly high for “customer experience” and “technical integration of sales channels,” with services such as in-store pick-up, no-hassle return policies and 45,000 pages of online product information at REI.com.

“REI's commitment to our customers is the driving force behind our successful multi-channel approach,” said Joan Broughton, the retailer's vp of multi-channel programs. “A passion for the outdoors comes first throughout REI and is a natural bond between employees and customers. That passion and a commitment to quality are reflected whether you're in an REI store, shopping online or placing a catalog order on the phone.”