#ipad web

Great content and visual storytelling — seen on backcountry.com

Say, you spend some time in North America and you are into outdoors, chances are, you ordered at least once/twice some gear from Backcountry.com. They've always had an amazing online store and the new idea of GEARHEADS is fantastic and super on brand. You basically get assigned to a new type of 'customer service' representative that 'shares the passion' with you. She/he helps you find and collect the best gear for your favourite sport and outdoor activities.

I strongly believe in the power of motivating customers come to your physical store (if you got some in a couple of cities). Rei.com empathizes that tactic as much as the online call to action "Add to Cart". It's side by side.

Rei.com's Question&Answer section – seen on the product detail pages – is a good example and alternative (reviews/ratings) to get customers involved in helping each other out. On the other hand — businesses will get a better understanding of their customers needs and desires.

Nice compact HELP widget, from rei.com. The UX designer Samantha Starmer, who I once met at the UX Week in San Francisco did some amazing work for rei.com. The visual design now looks a bit outdated but make sure to read some of her UX strategies applied here: http://uxmag.com/articles/crafting-the-ux-of-reis-retail-experience