he ultimate goal of retailer Recreational Equipment Inc.'s online store involved more than just real-time interactive ordering capabilit
ies, according to Matt Hyde, manager of the online store. Other efforts include REI's recently launched Gear Mail service, which sends E-mail to customers notifying them of sales or announcements relating to products of interest.
Later this summer, Hyde plans to launch a group of services at the online store. Among them are chat rooms for discussions on outdoor gear, activities, and destinations; celebrity lectures, during which customers can talk to leading outdoor experts; and an electronic bulletin board, where customers can post used-gear ads and other notices.
Hyde may also create an application that lets REI cooperative members access their REI accounts online. For example, customers would be able to
enter their membership numbers and passwords to check the status on the annual dividend rebate REI sends to its members each year.
So far, REI has used the Internet to offer more information on its products than is possible in any print catalog. Besides being able to list all of its inventory
at the site, REI also uses hyperlinks to interlace several layers of information about products. An entry for a particular brand of rock-climbing rope, for example, displays a picture of the item along with a price and a detailed description.
And the item's page also includes a link to a list of related products. The site doesn't stop there, however. Hyperlinks direct customers to advice on shopping for different products. For example, the site contains several pages of text that explain the differences between different styles of ropes, and the benefits of each, as well as advice on usage and storage.
Hyde, a former direct marketer, says including such features at REI's online store is part of the retailer's value-proposition to its customers. "Customers need a compelling reason to use the site instead of other outdoor-retailer venues," he says. "This kind of information helps."
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he ultimate goal of retailer Recreational Equipment Inc.'s online store involved more than just real-time interactive ordering capabilit
ies, according to Matt Hyde, manager of the online store. Other efforts include REI's recently launched Gear Mail service, which sends E-mail to customers notifying them of sales or announcements relating to products of interest.
