REI looks to wireless web for sales associates

Recreational Equipment Inc., a pioneer in integrating offline and online retailing, is testing the use of web-enabled wireless devices in its retail stores to give sales associates even faster access to product information at REI.com, Dennis Madsen, president and CEO of REI, tells Internet Retailer. Madsen declines to provide details of how many stores are testing out wireless devices. But he sees a future in it.

"We`re just scratching the surface of what this technology can do to be more efficient and effective in taking care of customers," he says. "With the miniaturization that technology is going through, there is a huge opening for retailers to really expand the information, content and knowledge in all sales channels." REI has been using its web site as an adjunct sales tool in its stores since 1999 when it began equipping stores with web-enable kiosks. Today, all 61 stores contain two or more kiosks.