Recreational Equipment Inc. announced that nearly one-fourth of all of REI.com and REI-OUTLET.com orders are now delivered to stores through the recently launched REI Store Pickup service.

The response to REI Store Pickup has surpassed all projections since the service was launched in July and has contributed to increased sales at the e-commerce sites as well as at REI’s 67 stores, said Joan Broughton, Vice President of Multi-Channel Programs.

More than a third of customers who pick up Internet orders take time to purchase more gear while at the store. These additional store sales now represent one percent of REI’s total store sales.

REI Store Pickup allows Internet shoppers to select from both websites and have gear shipped to a local store without a shipping charge. A handful of national retailers are providing some form of order-and-pickup service. REI’s service is unique in that it allows customers to select from a much broader selection of products than is available at any of its stores. Popular products include large items such as canoes and base-camp tents as well as discount items from REI-OUTLET.com.

“REI was one of the first to be labeled ‘clicks and bricks.’ Now we are clearly demonstrating new ways the channels can work together,” Broughton said. “Far from the concern of the web cannibalizing stores, we are using the Internet to measurably increase store sales while also lifting Internet sales. At REI we feel that we have a lot more to gain when our sales channels work together, and don’t see a lot of value in pitting e-commerce sales in competition against retail sales.”

Some quick facts:

  • 38 percent of all REI-OUTLET.com orders are now shipped to a store.
  • 16 percent of all REI.com orders are now shipped to store.
  • percent of customers who use the service buy something while at the store.
  • On average, for all orders, $32 in store sales is generated per REI Store Pickup order.
  • The additional store sales associated with REI Store Pickup are equal to about 1 percent total store sales.

Sales at REI were strong in August, with REI-OUTLET.com leading the way with a more than 50 percent increase over last year. REI.com sales were up 18 percent. Store sales were up 10 percent over last year. Broughton said other factors may be contributing to REI’s August performance including an improved economy. She noted particularly a more comprehensive selection of products this summer at REI-OUTLET.com.

“REI Store Pickup is clearly contributing to the momentum,” she said.

REI store employees have been quick to see that customers appreciate the new service. “Our colleagues in the stores have embraced this new feature and have helped raise awareness among our customers, which has undoubtedly helped make REI Store Pickup successful,” Broughton said.

Earlier this year, REI also launched new “Stores and Events” pages on REI.com that help customers find the stores as well as list store clinics and community events.

“Some of the e-commerce world does not seem to consider the physical location of its customers,” said Broughton said. “It’s almost as if they think of their customers as floating out there in cyberspace. We want to use the websites to help our customers have a sense of place and community, and to let them know about what is going on at their local REI stores.”