Running Insight

JANUARY 15, 2018

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F or Kathy Gates, the e-mail's subject line said it all: "Friends don't let friends buy running shoes online." Battling the increasing thrust of online shopping, Gates, owner of The Running Well Store, went on the offensive with an email to customers high- lighting the differences between shopping online and visiting one of her two stores in metro Kansas City. Gates noted the hassle of online shopping, citing research from the University of Regensburg that found 30 percent of shoppers returned items purchased online, before underscoring the expertise of her staff and the abil- ity of the stores' training groups to boost athletic performance. "At The Running Well Store, we believe in the perfect fit through a stride analysis, having top-notch customer service, excellent product knowledge RUNNING INSIGHT 2 © 2018 Formula4media LLC. RUNNING INSIGHT ® is a registered trademark of Formula4Media, LLC. © 2018 all rights reserved. Running Insight is published twice each month, 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. Formula4Media, LLC, P.O. Box 23-1318, Great Neck, NY 11023. Tel: 516-305-4709. Jeff Nott Jeff Gruenhut .................. Christina Henderson .... Katie O'Donohue Sam Selvaggio.............. Daemon Filson Editor-in-Chief ........ Mark Sullivan: Managing Editor ............ Cara Griffin: Publisher .....................Troy Leonard: SUBSCRIBE BACK ISSUES Advertise Source: PwC 2017 Total Retail Survey of shoppers research footwear and apparel items online. 52 PERCENT THE BATTLE WITH ONLINE SHOPPING ONLINE SHOPPING BRICK & MORTAR BY DANIEL P. SMITH

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