REI “NEXT GENERATION” RETAIL STORE EXPERIENCE
Cryder Makes partnered with Callison Architects & Hornall Anderson Design Works to conduct spacial experience analysis on behalf of outdoor retailer REI.
Together, we collaborated with executive leadership, key stakeholders and SME’s to conduct extensive research in spacial utility and storage analysis backed by customer co-creation sessions and user centered spacial experience design. Our analysis helped us develop a clear eyed picture of where the retail experience was strong, what the gaps were and how critical needs must be addressed going forward.
But we didn’t stop there.
We leveraged our holistic and strategically grounded understanding of the brand equities, priorities and resources in combination with spacial experience design principles to drive a robust creative exploratory. We repeatedly asked “what if?” and “why not?” as we reimagined what the future of retail held for REI and its members.
OUR WORK WAS CENTERED ON THE UNSHAKABLE BELIEF THAT DISCOVERY IS A POWERFUL FORCE THAT UNITES REI WITH IT’S MEMBERS, AND ENABLES THEIR BOND WITH THE POWER OF DISCOVERY FOUND ONLY IN THE GREAT OUTDOORS.
ROLES & RESPONSIBILITIES:
CREATIVE DIRECTION
UX DIRECTION
SPACIAL EXPERIENCE DESIGN
FOCUS GROUPS
FLOW ANALYSIS
CREATIVE TEAM COORDINATION
EXECUTIVE BRIEFINGS
PARTNER COMPANY BRIEFINGS
TECHNOLOGY RESEARCH & DEV
FEASIBILITY RESEARCH & DEV
PROTOTYPING / PRODUCTION STRESS TESTING
DAY-TO-DAY OPERATIONAL OVERSIGHT
TEAM CREDITS:
Ben Steele - CCO, REI
Elizabeth Dowd - DVP, Environmental and Experiential Design, REI
Alex Shipleigh - SVP, CallisonRTKL
Mark Buchalter – Experience Director
Nori Emory – Strategy Director
Kris Woolery – Strategy Director
Anne Connell – Strategist
Euan Fraser – Strategist
Ricki Pasinelli – Group Account Director
Karen Agnell – Account Supervisor
Jacob Baas – Senior Writer
Michael Ausich – Design Director
Joseph King – Senior Designer
Shane Long – Designer
Eric Courtemanche – Designer
Jon Graeff – Senior Designer, Illustrator
Rachel Sparrow – Production Designer
Amy Sigmar – Production Manager
Julian Shore – Interactive Designer
ADDITIONAL PARTNERS:
CallisonRTKL
Hornall Anderson
A central finding in our analysis of customer behaviors and motivations highlighted the insight that REI customers were motivated by a powerful desire for discovery, and had an uneasy relationship with traditional inventory tactics focused maximizing merchandising potential and store layouts.
A shift in perspective elevated the need for common, shared space for customers to interact with each other and REI in entirely new ways.
Vertical display walls treated gear reverently in carefully curated displays to emphasize what’s new and cool at a glance.
Shop services and the community room were previously situated in the back of the store, out of site and out of mind. Our new concept emphasized the connection between REI associates and customers, who can now sip a cappuccino or a local craft brew and chat with their mechanic as they worked. Also highlighted were local outdoor attractions, a place for guest speakers and community event hosting as well as a local makers showcase.
Analysis and customer research reveal that customers needed help way-finding, but the over reliance on traditional merchandising systems inhibited sight lines within the store. We proposed creating clusters of product experiences based on activities.
