Mark Duff is Director of Web Strategy for Recreational Equipment Inc. (REI), a national retailer of outdoor gear and apparel. REI operates the 66th largest e-retailing business in the U.S. with online sales of $111 million in 2004, according to the Internet Retailer Top 400 Guide. Mark has been helping REI leverage the evolving power of the web since 1996. In his current role, he is focused on fully integrating REI.com operations, services and strategies into REI's broader multi-channel vision. That vision, says Mark, relies on employing the strengths of each sales channel at REI to create an "inspiring and uniquely convenient shopping experience, one that educates and outfits REI customers for a lifetime of adventure."