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

By Melissa Sepos

“We have tried several things, but they are interested in value,” says Shanahan. The control has been 15 percent off the first order for the past five years. The offer is constantly tested against season-based offers and how the company got the prospect’s name. The letter is tweaked now and again. In the past year, the package has brought in 205,000 new customers.