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December 18, 2006 REI: A Case Study In Multichannel OrganizationA Multichannel Retailer In Organization And Cultureby Tamara Mendelsohn with Bruce D. Temkin, Carrie Johnson, Brian Tesch |
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Executive Summary
Our research shows that multichannel retailers need to focus on their organization and culture. REI's efforts in building a multichannel culture represent a best practice for other firms to learn from. The retailer developed a focus on the customer — that cuts across channels — with a combination of organizational restructuring, new incentives, training, and flexibility.
This is an excerpt
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