REI Takes Contextual Commerce Outside For A Walk

Imagine that the sun is shining, the birds are chirping and there is absolutely no reason to be inside. It’s time to be adventurous.

REI is using the opportunity to convert you into a customer.

Let’s say the customer wants to hike. The problem is: They don’t know what to do or where to go. With the suite of REI mobile apps, that problem is solved, thanks to its recent acquisition of Adventure Projects. Armed with the REI apps, customers won’t just know where to get their gear; those looking to explore can use these apps to find the next best trail to hike, bike or ski. The apps are composed largely of GPS-based trail guides, but they are sport-specific for easier access.

With the Hiking Project App, for example, the outdoorsy tech head can get up-to-date trail maps from all around the country. Detailed information is available, including GPS route info, elevation profiles, photos and interactive maps. Trails can also be added or reviewed by fellow hikers.

“Too many retail apps focus on the customer in the store,” an REI spokesperson told us. “We focus on the consumer who is literally in the wild.”

The features of the hiking app make it into many other REI apps as well. Those who enjoy mountain biking should use the MTB Project app. Feel like climbing instead? The Mountain Project app will help you find the best local spots. If it’s cold and snowy, the Powder Project app can find you places to ski or snowboard, on and off the slopes.

The apps — while curating potential where-to-gos — also helpfully point consumers in the general direction of what to buy to make their way in the harsh outdoors. That powder enthusiast will get recommendations for skis, jackets and handwarmers; the biking enthusiast might instead see bike parts, camping gear and various methods for hydration.

“Too much talk of contextual commerce misses that commerce doesn’t really enter into the context of most of our lives unless we are buying. We aren’t trying to get the customers to think about buying. We aren’t using our app to get customers into our store immediately. We are using our app real estate to connect our customer to what they truly love doing and also using it as a reminder that, when they need to to prepare, REI can help make all of those journeys the best possible experience.”

It isn’t about the commerce experience itself, REI’s spokesman noted; it is about the commerce being supportive and a natural part of the experiences customers are already looking to have.

Typically, the downside to using a mobile app on a trail is the loss of service as you make your escape from the city. That’s why REI apps allow you to download trail maps ahead of time. Even without the use of GPS, you’ll have a clear map to turn to between trails.

REI is also syncing its newest and neatest app release to go hand in hand with a celebration of the National Parks’ 100-year anniversary. To that end, it has also released the National Parks app. Said app offers enthusiasts crowdsourced guides for all the best hikes. When hikers are finished with it, they even get a chance to participate in the avid outdoorsman social scene and upload their own victory snaps.

With all these new apps, REI wants to make any areas in a treasure trove of adventures on tap, complete with hidden trails and mystery routes. All these apps are available free from Google Play and the App Store. Direct links are found at the REI website.