C A S E S T U D Y: SALES
REI
1) Why they need DEI
REI needed an increase in membership sales conversions. Conversion rates were at an all-time high the year before but there had since been a big dip in conversions.
3) Our Solution
Retain the strongest Spanish-speaking employee and increase psychological safety.
C A S E S T U D Y: DIVERSITY
REI
2) Key Findings
I noticed that there was a big opportunity with the Spanish-speaking community.
4) Our Plan
Train the frontline team to be better at giving and receiving feedback. This plan worked before to go from 24% a quarter to 30%+ a quarter. We increased the sense of community for the Spanish-speaking employee and ~10-25% of his sales are in Spanish.
1) Why they need DEI
I started working at REI in January 2021 and there wasn’t a single POC employee that stayed on the team for more than a year.
3) Our Solution
Develop a community and support them to become the best on that team.
2) Key Findings
There was a support gap between tenured workers and the new employees of color.
4) Our Plan
Create a support community for teammates of color. Develop a REDI (Race, Equity, Diversity, Inclusion) Committee for white identifying leadership to support and educate each other. We now have four people of color that have been with the store an average of 18 months.
