In this fireside chat, Kristin Shane, Chief Merchandising Officer at REI, will share how the iconic outdoor retailer’s new three-year “Peak 28: Ascending Together” strategy is fundamentally reshaping the customer experience by building trust, creating authentic, culturally leading assortments, and a differentiated service experience. By aligning merchandising innovation with deep customer insights, find out how REI plans to foster emotional loyalty across beginners and seasoned outdoor enthusiasts alike. Walk away with ideas for:

• The role of merchandising leadership in creating a tailored, emotionally resonant product mix that strengthens customer loyalty.
• Translating a values-driven strategy into concrete customer-facing initiatives that build long-term trust.
• How listening to customers can customer centric product design
• Balancing human expertise with emerging digital technology