Getting a prospect to feel comfortable with her purchase is the key to the success of this direct mail brochure from Road Runner Sports.
Mailer Name: Road Runner Sports
Date Mailed: February 2016
This family-owned retail chain has been selling running shoes, apparel and gear for men, women and kids since 1983. Among its sales channels is brick-and-mortar retail; Road Runner Sports operates 36 stores nationwide. And although runners can call or go online to order from this mailer, several features are important for in-person shopping.
On the front cover, a peel-off sticker gives the customer a 20 percent discount “on EVERYTHING” if they purchase in-store. “We Miss You! Run in Today & Feel Like Family!” the mail piece reads.
The letter inside the front cover, from company founder and “Chief Runner” Mike Gotfredson, is a usual feature of Road Runner Sports’ catalog. In this particular catalog, Gotfredson announces his “mission … to help YOU find YOUR BEST FIT EVER!” And beginning with this page, the mail piece offers ideas on how to achieve that goal.
First, the left page of the first spread showcases the “SHOE DOG” fitting analysis tool at Road Runner's stores. Three images explain the customer measurement process. Buyers are guaranteed satisfaction with their new shoes or are given store credit after a generous 90 days.
Next, the right side lists and shows an example of each of the five comfort levels for its shoes. Throughout the catalog, running shoes are organized by brand, then model. An icon designates each shoe’s comfort level.
Stand out from your competition by making the customer experience special and personalized.