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

By Melissa Sepos

More than 500,000 of RRS’s 2.4 million customers are RAC members.

“In 2000, 14 percent of business came from runners who joined RAC in 1988. It is the number one [marketing initiative] we have done over the years,” says Gotfredson.

Customer Contact

RRS sells more than 250,000 pairs of shoes a year. Frequent, quality communication with its customers has paved the way to success. What is most important in RRS’s communications is how they speak to runners. Every bit of copy is written with a runner’s psyche.