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REI’s application was user-friendly, and included a variety of helpful features. One of which was being able to add rewards information to your phone’s passbook to save room in your wallet. It was easy to locate stores and shop online like most applications, however, it would be beneficial for to be able to scan all items available not just ones that are in stock online. A large variety of their products have reviews and additional content (including videos) available for shoppers – a key component of the outdoor shopping experience. We think it would be fun and interesting to bridge the gap between fun in-store activities to the application, like earning points for climbing the rock wall and more.