Runnersworld is a running specialty store formula with now 16 stores. Runnersworld started from a passion for running and that is still what it is all about today. The new concept Runnersworld Advanced was recently rolled out. Runnersworld Advanced is all about the customer’s goal – running. This ensures that the focus of the entire strategy is different from before. We spoke with Bas van der Krogt about the new Runnersworld Advanced formula.
Runnersworld has been voted the best sports retailer of the year. “Our customers are really our ambassadors.” When people have been inside, they are really enthusiastic and then advertise the store chain by word of mouth. Runnersworld is a running specialty store which sometimes creates a high threshold during the first visit. Runnersworld’s mission is to remove this barrier, because beginners can also be helped very well here.
Focus on the goal
Runnersworld Advanced customers want to run, but this goal looks different for every customer. Running is also not something that you spend every day making purchases. This together ensures that you have to know exactly what the customer is doing because you really want to help the customer move forward. If you want to start running, it is important that you also get real advice on how to go about it. “Running is different for everyone and therefore requires a very personal approach.” When a customer enters the store, you do not yet know who that person is. In order to help someone, you need to find out why people want to run.
The customer and his / her goal are therefore central to Runnersworld Advanced. “Customers nowadays simply want to be helped with personal advice.” In addition, a gait analysis is necessary to find the right pair of shoes that really suit you and your goal. If you want to run in the dunes, a pair of trail shoes might be a better fit than a pair of “regular” running shoes. In that case, asking questions about what the customer really wants to do is very important to find out the goal of the customer.
Approaching customers about their goal and not necessarily your product means that a different kind of strategy is needed. A lot of customer data is therefore needed to be able to give each customer personal advice via personalized mailings. TritonX supports this by collecting customer data and making it useful for the marketing strategy. For example, if a customer has bought shoes but no socks, the customer is approached with an email about special running socks and how they support them in running. This is much more effective than immediately sending emails about shoes when people have just bought them.
“By staying in touch with the customer you can help them further and customers can really take steps.” For example, emails are sent about shoes, but also about the right clothing for your purpose or about drinking bottles that you can use. “If we send messages about this at the right time, you will also remain relevant as a retailer.”
“At Runnersworld we are all very excited about running and with tritonX we can share this with our customers in a new way.”
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