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Adidas Unveils Ultra Boost THE NEWSMAGAZINE FOR RUNNING SPECIALTY RETAILERS • RUNNINGINSIGHT.COM • FEBRUARY 2, 2015 • VOL.7, NO.2 RETAIL adidas WEBSITE TIPS Unveils GAZELLE’S 4TH Ultra STORE Boost OR SHOW REPORT INSIDE: SPOTLIGHT ON SOCKS balega.com bodyglide.com hokaoneone.com pro-tecathletics.com nathansports.com sofsole.com ASI: 30121 • PPAI: 304796 • SAGE: 67729 we are 888 464 3824 | www.A4.com Creating the Right Website Bush says running stores can control their brand messaging and touch customers beyond their in-store visits with advice on training, inspirational stories and local running Getting information. it right: “Your website is the best Flatirons Running place to host items of value focuses on and remains the go-to place for keeping many consumers, both new and its site lively and old, to discover information frequently about you,” Bush says. updating Though most running content. retailers recognize the value of a robust website, store websites continue to fall short in simple ways, says Bush, who audited the digital presence of the nation’s top 50 running stores while pursuing his masters degree in New Media at DePaul By Daniel P. Smith Americans own University in 2010. an average of four “Though 2010 is forever ater this year, ago in the digital world, many Mistakes Austin, TX-based digital devices and of the same issues are still Rogue Running a running store popping up today,” Bush says. L plans to launch a website must look “There are holes, yes, but also redesigned website, its second easy solutions.” such digital overhaul in two good on each one. years. For Rogue Running co- The Mistake: owner Chris McClung, a fresh Missing on mobile website is simply the cost of since a store website often According to the Nielsen and doing business in today’s tech- serves as an operation’s ¿rst Digital Consumer Report, dominated era. touchpoint with consumers. Americans own an average how to “If you want to stay relevant “We live in a search-and- of four digital devices – and and competitive, a strong click society and if you’re a running store website must solve web presence is critical,” falling short with your website, look good on each one lest McClung says. then you’re going to lose out stores risk losing sales. A study As Internet traf¿c continues on customers,” says Scott from Econsultancy found that them to accelerate, running retailers Bush, a former run specialty 62 percent of companies that must keep pace with a contem- store manager who now heads designed a mobile friendly porary website that informs, Flow Experience Marketing in website saw sales increase. engages and sets a positive, Portland, OR. A mobile responsive site will professional tone, especially With a lively store website, minimize pinching and pulling, RUNNING INSIGHT® is a registered trademark of Formula4Media, LLC. © 2015 all rights reserved. Jeff Nott .......................... [email protected] Editor-in-Chief .. Mark Sullivan: [email protected] Running Insight is published twice each month, is edited for owners and top executives at running Jeff Gruenhut [email protected] Managing Editor ...... Cara Griffin: cgriffi[email protected] Publisher ...............Troy Leonard: [email protected] specialty stores and available only via email.The opinions by authors and contributors to Running Advertise Beth Gordon [email protected] Insight are not necessarily those of the editors or publishers. Articles appearing in Running Insight may Matthew Mauer [email protected] BACK ISSUES SUBSCRIBE not be reproduced in whole or in part without the express permission of the publisher. Formula4Media, runninginsight.com store.formula4media.com LLC, P.O. Box 23-1318, Great Neck, NY 11023. Tel: 516-305-4709. Sam [email protected] 4 runninginsight.com © 2015 Formula4media LLC. Running Store Websites (continued) models it carries in its store. The Mistake: “If our website looks the Conversion ignorance same a month from now as Running store websites it does today, then we’re in should not merely exist, but trouble,” Vieth says. “The site do something to advance always has to be evolving.” business and drive action, whether that’s producing a The Mistake: race registration, joining Generic content the store’s e-mail newsletter Eric Roberts of Virginia- or contacting management. based Old City Press, which Roberts urges operators to designed Potomac River Run- reflect on the main things ning’s new website in 2014, they want website visitors to touts the bene¿ts of original do and then lead visitors to content, which can help build those objectives. loyalty, heighten the store’s The call to action becomes cent of companies that blogged even more important when monthly saw a traf¿c increase. stores sell online. The Roberts suggests stores ¿rst e-commerce piece needs to be reÀect on customers’ common as close to one-click shopping questions or interests before as possible. then identifying ways to share their expertise and insights in The Mistake: creative ways. Original content Missing the basics might include: a map of the top In preparing for the new local running routes, a list of Rogue Running website, the credible medical professionals shop’s staff investigated other in the area or interviews with consumer websites and identi- local runners. ¿ed attractive elements the The right stuff: Potomac River offering the same convenience store could subsequently bring Running’s website includes a focus and sharp look on a smart- The Mistake: into its redesign. on original content such as blog phone or tablet as the desktop. No visual appeal “The one thing that posts and social media updates. The ever-increasing continuously came up The Mistake: popularity of social media sites was putting the necessary Being static such as Pinterest and Instagram information right at someone’s Eager to be known as a reminds us we live in a visual ¿ngertips,” McClung says. modern business, Flatirons society. A store website that A store homepage should Running in Boulder, CO, lacks eye-catching visuals communicate basic details, understands its website needs leaves consumers feeling such as store hours, location to change on a regular basis. To uninspired, Bush says. and contact information, be- facilitate this, co-owner Tricia Rather than a website ¿lled fore the fold on the page. The Vieth learned how to handle with text or cookie-cutter top of Flatirons’ homepage, for site updates herself, such as in- images, Bush urges running example, highlights the store’s stalling new homepage content, shops to share authentic visu- operating hours right below altering staff member bios or als, such as local race photos the store’s phone number and a incorporating new photos. or video expertise, and to do “directions” link that leads to “We’re not waiting on so within a contemporary aes- Google Maps. Running store someone else, but we’re in thetic. Visual breaks on the In addition, a website should websites should control to ensure we’re always page, for instance, will make highlight the store’s social not merely exist, current and moving forward,” the site easy to read, while media presence. With links to but do something Vieth says. colors can inÀuence opinions. social networks or direct so- In the coming months, Whereas blue is often viewed cial media feeds, a store shows to advance the meanwhile, Flatirons plans to as trustworthy, pink com- its broader connection to the business and add a complete merchandise municates fun and yellow digital world and extends its drive action. page displaying the brands and inspires energy. marketing punch. Q 6 runninginsight.com © 2015 Formula4media LLC. Are you the circle or the square? Technology is evolving faster than at any time in history and rapidly changing the way consumers shop. Is your business keeping up with this challenge and capitalizing on the exciting opportunities it presents? Aetrex’s 2015 iStep hardware and software platforms are by far the most advanced in-store technology programs available for footwear retailers. By integrating wireless digital foot scanning, cloud computing and interactive “app” based software, iStep delivers increased sales and an authentic hi-tech shopping experience for your customers. Visit aetrex.com or call 800-526-2739 for more information. Ask about our new 4-Free Rental Programs. Socks Are Running Fast Brands Enter the Race at a Steady Pace. Thorlo Experia Rio Color, $14.99 Targeted, color- By Nancy A. Ruhling 1000 Mile ARCh MAX coded compression Focus: Double-layered Focus: Reducing foot injuries, technology. ver the last construction that breaks the too- improving performance and decade, running thick, too-thin mold. delaying fatigue socks have re-knit Features: Double layer that Features: High-performance O themselves, pro- eliminates friction between foot technical fabric; Àat seam; heel viding athletes with a variety and shoe to reduce wear and and toe strengthening; light- of performance and comfort prevent blisters; padded Achilles weight; breathable; anatomi- features that range from high- tendon protection; arch bracing; cally correct. ARCh MAX’s tech yarns and special padding extra padding for toe, ball and ARCh FIT sock retails for $28. to runway colors. heel zones; moisture-wicking “We make the ¿rst sport Perhaps the biggest trend Tactel inner layer; blister-free sock in the market that pre- lies in the number of new guarantee. 1000 Mile’s Fusion vents plantar fasciitis and also brands that have entered the sock retails for $22.95. stabilizes the heel, providing market. These newcomers – “The 1000 Mile Fusion a speci¿c design for the right some designed by established breaks the mold with inno- and left foot,” says CEO Jordi apparel and shoe brands, vative design and material Marti. “It also has a bene¿t others by entrepreneurial technology to provide a sock called ‘self-adapt’ sock’ – you neophytes, athletes and sports- that offers everything,” says can manually adapt the sock medicine professionals – are Michael O’Rourke, head of to provide your choice of pres- McDavid 10k Runner, $39.99 changing the game.
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