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

By Melissa Sepos

The company addresses customers by name with inkjet messages on the back cover and by type of runner in Gotfredson’s message on the inside cover. It sends women catalogs with women on the cover, and men get men on their covers. While running bras are featured in all the catalogs, women receive a catalog with a running bra insert, men don’t. (shown above)