REI's Reddit Experience Shows Brands Need to Be Ready to Take the Tough Questions

AMA quickly turned into forum on employee frustrations

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REI will be closing its stores on Black Friday and paying 12,000 employees to take the day off, a move that has generated lots of goodwill—except on Reddit.

The outdoor retailer's CEO, Jerry Stritzke, took to Reddit on Tuesday evening for an Ask Me Anything (AMA) session to talk about why the chain would be closed the day after Thanksgiving. 

"You might have heard about us recently when we announced that we would be closing all of our stores on Black Friday this year," wrote Stritzke.

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