What innovative geographic data approach did REI Co-op use to determine optimal new store locations that aligned with their brand identity and improved customer experience?

REI Co-op, the outdoor gear retailer, faced a strategic challenge when expanding their physical store presence in 2018-2019. They needed to align their brand positioning as an outdoor adventure company with their retail locations. This poll tests your knowledge of how geographic data analytics transformed their store placement strategy and improved customer experience in regions with varying outdoor recreation patterns.

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They analyzed customer mobile GPS data showing outdoor recreation patterns to place stores in regions with the highest density of hiking, climbing and cycling activities
They placed stores exclusively in zip codes with the highest household incomes regardless of outdoor recreation opportunities
They used population density as the sole determining factor, placing stores only in the most densely populated urban centers
They located all new stores adjacent to national parks and federal lands regardless of population or accessibility factors