The Technology Issue
THE PERSONAL TECH Advances in retail technology are changing the run retail game — mostly for the better.
T
he conversation over the role of technology in run specialty retailing is never going to end — and it should not.
invested in while at the same time knowing how to connect with a customer by asking the right questions and actually listening to their responses.
On the one side there are the proponents of the good old human element, the ability of a store associate to connect with new and experienced runners alike and offer the personal touch that sets specialty retail apart from the big boxes or online retailers. If they don’t know your name and foot size when you walk in the door, they will by the time you leave. Let’s call them the Brannock device set.
If you take a look at the list of 2022 Best Running Stores in America winners on page 32 you will know what we are talking about. These retailers know how to balance technology and the personal touch and they richly deserve BRS recognition.
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Then there are the men and women – usually younger, but increasingly joined by a few old timers – who embrace and rely on what the latest and greatest technology brings to the shoe fitting and selling game. Sure, they are friendly and know how to engage with those same customers, but when the rubber meets the road it is the foot scanners, mobile devices and the like that set the tone. This Technology Issue of Running Insight is aimed at bringing them together in one big happy, technically advanced and customer-centric family. The best running stores already know they have to marry both concepts – making sure their associates are adept at whatever foot scanning technology they have
RUNNING INSIGHT ® is a registered trademark of Diversified Communications. © 2022 all rights reserved. Running Insight is published monthly, is edited for owners and top executives at running specialty stores and available only via email.The opinions by authors and contributors to Running Insight are not necessarily those of the editors or publishers. Articles appearing in Running Insight may not be reproduced in whole or in part without the express permission of the publisher. Divesified Communications, 121 Free St, Portland, ME 04101; (207) 842-5500.
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Running Insight strives to live in both worlds – connecting digitally every month and personally at retailer visits and especially at The Running Event in Austin in November. That works for us and we’ll see you there. n
= $$$ ON THE COVER: Charlotte Running Company, the 2021 Store of the Year, has embraced technology in the form of MOTOTV’s in-store television that streams event information, product specs and race highlights.
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Christina Henderson.........................................chenderson@Divcom.com Daemon Filson....................................................... dfilson@Divcom.com Glenn Dulberg.....................................................gdulberg@Divcom.com Mark Sullivan.................................................... msullivan@Divcom.com
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Michael Jacobsen...........................................mjacobsen@Divcom.com
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