REI vs. Sierratradingpost.com

Service/Quality
REI offers many beneficial services to customers.  For instance, if a consumer needs a back pack for a hike around Mt. Rainer, a REI sales representative can help the consumer pick the perfect backpack for the occasion.  The sales rep can do this through identifying the customer’s needs for the trip and their price vs. quality preference.  Next, the sales rep can adjust the backpack to fit the customer.  Lastly, the sales rep can immediately answer any questions the consumer has about their backpack in terms of upkeep, uses and repairs.

In contrast, Sierratradingpost.com would have difficulty providing any of these services online.   It’s much more efficient to provide these services to a customer in-person since online service is slower and is subject to a higher chance of error.  Furthermore, consumers prefer to interact with a sales representative in person, and tend to get frustrated when they have to communicate over the phone or internet.

Convenience
REI allows customers to immediately take home their products after they are purchased.  Customers also appreciate the wide selection REI offers.  For almost any outdoor recreation item, REI offers a diverse range of brands and types of that item.

Sierratradingpost.com allows customers to save time when purchasing items.  Instead of having to drive to an REI store, shop for their item, wait in line to purchase it and then haul the item home, online consumers and can purchase an item in a couple minutes using their home computer.  Consumers can also make purchases at whatever time is convenient for them since e-tailers do not have closing hours.

Coverage
Customers of REI tend to be outdoor enthusiasts who are looking for a visual shopping experience and/or a knowledgeable customer service representative to answer questions and provide guidance.  These consumers vary in age from young to old, and tend to have low to medium outdoor experience.

Those who make purchases online tend to have expert knowledge about the products already and just want to make purchases at the lower prices offered by Sierratradingpost.com. 

Who does a better job?
REI seems to have the advantage.  They provide services and value that cater to larger audience.  REI appeals to people, who want variety, like to shop in a bRicks-and-mortar store, desire a knowledgeable sales staff and appreciate the security of a solid return policy.  Sierratradingpost.com offers low prices and quick shopping.  The e-tailer may take away some of the market share from REI in future.  Consumers can go to REI to figure out what products are the best fit for themselves and then purchase the products online at Sierratradingpost.com for a lower price than REI offers.