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

By Melissa Sepos

“The foundation of the marketing philosophy and focus is caring for the customer. We truly believe that and implement it at every level,” says Mary Shanahan, RRS marketing director.

The Shoe and How it Fits

Catalogs are mailed seven times a year with 28 different covers each drop. The value shoe mailer, (shown at right) a 16-page self-mailer that offers discounts on popular shoes, is mailed quarterly. The “Endangered Shoe” postcard is one of the more brilliant marketing programs RRS does. The postcard alerts runners that their favorite shoe is about to become extinct.