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

By Melissa Sepos

Targeting new customers is a specialty of RRS. Inquiries and prospects are sent a welcome package. Delivered in an 81⁄2˝x11˝ envelope, is a catalog with an offer right on the front cover and a lift letter. The letter welcomes the runners to the RRS family and describes the company’s philosophy, and it is signed by Gotfredson.