Case Study: REI improves customer insights with ProKarma analytics

REI climbs for customer insights through improved analytics

REI, one of the nation’s largest consumer co-ops with nearly 150 stores across 35 states, needed a better way to turn its large volumes of structured and unstructured multi-channel data into actionable customer insights. Working with ProKarma (PK), the retailer sought standardized, clean, and timely data to improve understanding of customer buying patterns, behaviors, revenue opportunities, and the overall customer experience.

ProKarma implemented analytics capabilities using Tableau for executive dashboards, Alteryx to connect internal and external data sources, geospatial analysis to understand customer distance from stores, and R for predictive modeling. The solution helped REI generate daily business visibility, anticipate next customer actions, and build a churn model with 90% accuracy to identify at-risk customers for targeted retention efforts—supporting decisions on product assortment, marketing, and store expansion.

REI