While most companies and brands consider voice-controlled devices to be a complement to its e-commerce sectors, REI Co-op is instead using the technology to bolster its existing brick and mortar locations. Available through Amazon's Alexa, customers of REI Co-op can use the voice assistant to get details on discounted products, equipment rental information, classes, events, and physical store locations. In fact, the company does not allow any actual purchases to be made through voice assistants and instead utilizes the technology to bolster in-store engagement.
This focus is not only key to REI Co-op's growth but also to its personal brand. Founded on the ideas of inspiration, education, and outfitting, REI Co-op thrives on the idea of community. This is why the brand is only using voice assistants to drive customers to stores, as it aims to use technology to make this sense of community greater.
What's Driving This Trend
- Voice-controlled Retail
- Using voice assistants to enhance the in-store shopping experience and drive customers to physical locations rather than online purchases.
- Brick-and-mortar Reinvigoration
- Leveraging voice-controlled devices to increase engagement and maintain a sense of community within physical stores.
- Complementary E-commerce
- Viewing voice-controlled devices as a supplement to e-commerce rather than a primary sales channel.
Who This Affects Most
- Retail
- Incorporating voice assistant technology to enhance the brick-and-mortar retail experience and encourage in-store visits.
- Consumer Electronics
- Developing voice-controlled devices and applications to support retailers in bridging the gap between online and offline shopping.
- Technology
- Creating innovative voice assistant solutions that can improve in-store engagement and facilitate seamless integration with existing retail infrastructure.
