REI Shop-a-Long Recommerce Study
OPPORTUNITY: The REI circular economy team wanted a greater understanding of how their used line of clothing and outdoor gear should be presented in their brick and mortar stores. Other than the lower cost pricing, why did their members purchase used clothes? What was ideal messaging and location of used offerings in the store? How was shopping for both new and used offerings in store the same, and how was it considered differently? This study was part of a research program exploring REI’s new circular offerings via recommerce and rentals.
APPROACH: As a starting point for these questions, a shop-a-long study was conducted by Circular by Design to directly observe and interview members while they shopped for used goods in the store.
IMPACT: The circular economy team gained a greater depth of understanding for who and why members shopped for used goods, and even why some members suggested they would never shop for used offerings. Based on these findings, recommendations were provided for content, placement and visual elements of displays with messaging. In addition, our analysis suggested that members had routines for how they would shop in the store, with many of them going to used section of store first and then later browsing new. These observations of consumer shopping routines helped to shape a plan for placement of used in-store offering.