Road Runner Sports drills deep into its customer files to provide rewarding direct marketing

By Melissa Sepos

Marketing Methods

Primarily a catalog company, RRS uses many forms of direct mail to connect with its customers.

It sends more than 23 million direct mail pieces a year. Using several different marketing vehicles, RRS targets customers with messages related to their profile and via their preferred method of contact. For example, frequent buyers are different from RAC members and different again from just apparel buyers—each gets its own marketing package.