Pick-up-at-store is driving incremental sales, REI reports

Allowing customers to order on the web and pick up at the store has driven additional sales at Recreational Equipment Inc., the outdoor gear retailer reports. The company reports that 31% of customers who pick up their orders in the store buy something else while they are there. REI says use of that feature has surpassed expectations since it was launched in July.

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Comparable store sales at REI grew 2.9% last year while direct sales--mostly driven by REI.com and REI-Outlet.com--were up 12.2%.

Total sales for the year at REI were up 9.5% to $805 million from $735 million a year earlier. The company had net income of $19.1 million vs. $16 million the year before.