Outdoor retailer REI Co-op didn’t have to look too far for its new chief technology officer (CTO).  The retailer tapped Guillaume Ledieu, who was already working for the company, to step up into the role on its leadership team.

Ledieu joined REI in 2023 as vice president of foundation technology. He came to REI after stints at McCormick & Company, Glatfelter and Black & Decker.

REI Co-op ranks No. 64 in the Top 1000, Digital Commerce 360’s database of the largest North American e-retailers by online sales. Digital Commerce 360 classifies REI as a Sporting Goods retailer in the Top 1000. Digital Commerce 360 also projects that REI’s ecommerce sales will reach $1.65 billion in 2024.

REI web sales by year

Who is REI’s new CTO, and what will he do?

Guillaume Ledieu, CTO at REI | Image credit: REI

“Guillaume will be responsible for all technology at REI — delivering on current and future member, customer and employee needs, and helping to create a more modern and efficient REI,” said REI President Eric Artz in a press release.

According to the National Retail Cooperative Association, REI — with 18 million lifetime members — is the largest customer-owned retail co-op in the U.S.

REI’s tilt toward tech comes as the co-op tries to recover from struggling sales. In a letter to company employees earlier this year, REI reported it lost $311 million in 2023. Revenues were $3.76 billion in 2023, down 2.4% from the previous year. This year, REI also closed distribution centers and made layoffs. REI faces stiff competition from other chains in the same space, such as Bass Pro Shops and Cabela.

Replacing Dan Shull as REI’s CTO

“Since joining the co-op last year, my passion for the outdoors and my commitment to enabling the co-op’s mission have grown even stronger,” Ledieu said. “Joining REI was more than a career move; it was a personal project to be part of something bigger. I am incredibly excited about serving the co-op in this new capacity.”

REI’s previous CTO, Dan Shull, left the co-op July 12, opening the opportunity for Ledieu to step in.

Technology strategy at REI

Retail IT experts see Ledieu’s elevation to CTO as a smart strategic move for the company. Juan Pellerano, the chief marketing officer at the ecommerce platform Swap, says that one of the areas he expects Ledieu to focus on is REI’s Re/Supply program, which resells used goods.

“Many brands we work with are looking for support in this area of circular commerce,” Pellerano said. “We expect this trend to continue growing to the point that it becomes standard practice for brands by 2030.”

Doubling down on their tech game will also allow REI to cultivate member loyalty in more ways.

“Because they consider themselves a ‘co-op’ and offer perks to members,” Pellerano explained, “I expect the CTO role to help further develop that program and better connect their cooperative to the brand.”

Michael Zakkour, founder and chief strategist at retail consulting company 5 New Digital, said REI is well-positioned to leverage tech for a turnaround.

“The first step should be developing an ‘immersive commerce’ strategy,” Zakkour said. “The REI website is, like most retail websites, static, two-dimensional, and catalogue-like in nature. REI can use 3D product description pages, video product demos, augmented reality, shoppable blogs and videos, and livestreaming commerce to make the site more interactive, entertaining and 3D, which will increase traffic, conversions, AOV [average order value] and LTV [lifetime value].”

Zakkour says technology and a new CTO can help revive REI’s sales if the company examines the current retail and ecommerce landscape and implements the necessary strategies, tactics and technology.

“Consumer journeys and preferences have been radically altered by choice and algorithmic shopping, but all of the ingredients for REI to create an amazing consumer experience are in there,” Zakkour said.

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