The Critical Consumer

Or as my husband thinks of it, “Outdoor Enthusiast’s Paradise”. We frequent the store on Franklin Rd. in Brentwood and it is always a pleasant experience. I’d say its one of the better retail experiences out there, right down to the parking. It’s easy to find and there’s always plenty of parking right outside the front door. Which is important if you end up buying a kayak or bicycle. But, I digress.

I say it is one of the better retail experiences out there because there are enough people on the floor to answer all of your questions AND they are knowledgeable about the products. That’s tough when you are working with specialty equipment like hiking packs, tents, climbing equipment, and even climbing shoes. The only downside to having so many people on the floor is that you get asked over and over if you need anything, if you are finding everything alright, and if you are a member. However, everyone there is so relaxed and nice, you don’t feel pressured or anxious when you see a team member coming toward you. My suggestion is that members receive some sort of t-shirt or pendant or pin or something that says “Yes, I am a member” so they don’t get asked a bazillion times during one shopping trip.

Once you become a member, which costs $12 or $15, you get a 20% off coupon, start earning dividends on every purchase, and you have discounted access to their rental equipment. At the end of each year, you get a store credit check for a certain percentage of your purchases throughout the year. I can’t think of another retail store that does that.

And you can’t beat their return policy. You can return anything, anytime, for any reason. Unconditional. You can buy a tent, take it on a camping trip and decide it just wasn’t roomy enough, or you didn’t like the color, or it didn’t have enough privacy, whatever. You can take it back, used and dirty, and get your money back (it may be store credit so don’t quote me on that).

The store itself is well-organized, clean, bright, and always put together. They have packs, tents, and other gear out on display so you can test them out before you buy them (and with that return policy, you could buy something without testing it and still feel good about it). The team members are easy to recognize and you don’t have to hunt them down.

The only downside to such a cool store is the depressed feeling you get when you leave without buying something for your next camping trip. Or when you leave and realize you don’t have a next camping trip to look forward to. But don’t despair, you can always check out their activities board for upcoming events.

REI isn’t just a retail store, its an experience. And this is coming from the person who usually just accompanies her husband while he shops there, with no real vested interest in the quality of product, customer satisfaction, or overall retail experience.