I am impressed by how well the REI store in Yale Ave, Seattle reflects the interests of their target customer. They have created an urban jungle as part of the store. The moment you step out of your car from their garage, you enter a jungle with tall evergreen trees and soothing sound of a waterfall. This immediately makes you shed the city-dweller in you and connect with yourself deeply. They make you realize who you are, what interests you and what you want to do etc. even before showing their products. They have seating areas and benches made of actual trees from popular hiking and trekking destinations. They’ve also built rough walking paths and bike paths that you can use to try their products. REI customers cannot afford to try the products in terrains that are far away. Hence, REI brings the mountain to the Muhammad.
Another thing that impressed me was the store layout. A lot of shelves and racks have wheels and hence the store layout is redefined frequently to suit the seasonal products. They also have a kids play area that has a slide from a tree house. What better whey to entice future customers. The store also offer several classes to learn about bike maintenance climbing & snowshoeing. One thing that puzzles me is the low number (only in thousands) of likes and followers in their social media platforms like Facebook and twitter. Is it because the customers who enjoy solitary merriment in expansive natural fields do not like to be part of a crowd and social platforms? Anyways, visit the store if you are in Seattle. They only make you realize your calling and things you may need to fulfill the calling.