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

By Melissa Sepos

The Web site features interactive tools like the Shoe Critic, which chooses shoes for customers based on certain attributes, and runner-themed electronic greeting cards.

A Personalized Touch

Speaking the same language as runners is one thing, but addressing them directly with personalized catalogs, putting their favorite shoe on the cover, targeting by gender or defining them by the type of runner they are is part of RRS’s reputation.