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

By Melissa Sepos

The Next Mile

RRS will continue to expand its targeted approach by marrying its online and off-line data—allowing RRS to treat customer segments individually, just as it does with the catalog. Working with Broadvision, RRS will begin online targeting of customers in late spring with personal landing pages for registered customers, show products based on gender, make product suggestions using real-time and past purchase history, and offer personalized content.