Running Insight

C all it the RadioShackification of running retail. With the ever-accelerating rollout of activity trackers, smart apparel and connected footwear alongside channel stalwarts like GPS units and heart rate monitors, technology has moved from running retail novelty to marketplace mainstay, especially so given the proliferation of fitness apps often intertwined with these products. To wit, Sensoria has developed a smart shoe in collaboration with Vivobarefoot that tracks data points such as speed, pace, cadence, time on ground and foot landing technique, while Under Armour continues to champion an expanding lineup of Record Equipped footwear, New Balance touts its new RunIQ smartwatch and brands like Garmin, TomTom and Polar unveil innovative fitness products. While exciting, the surging ubiquity of technology in the running marketplace from familiar brand names as well as upstart players can be overwhelming for consumers and retailers alike. But it can be profitable, too. "There's big upside [to selling tech in the run specialty channel] because a large percentage of the running population is not currently using these devices," says Stan Brajer, senior vice president of sales and marketing with Polar US. Yet more, Brajer contends, many once- prevalent concerns about technology in the run specialty channel have evaporated: prices have decreased; accuracy and ease of use have improved; function has merged with style; and non-techie consumers have become increasingly receptive to gadgetry. "Many of the old obstacles have been taken out of the equation," Brajer says. With Silicon Valley sensibilities increasingly plunging into the running marketplace, how can running retailers and their teams best introduce, explain and sell tech products to consumers? Tip #1: Highlight tech during the sit-and-fit shoe experience The sit-and-fit footwear experience is a prime opportunity to introduce any number of solutions that exist in the store, including technology. Customer replies to a simple question such as, "How do you track your mileage?" can produce a wealth of valuable information to drive sales. "The better you understand what drove the customer to the store and the more you understand his or her needs, the better you can recommend solutions and know which levers to pull," Fleet Feet Sports senior brand manager Victor Ornelas says. 6 runninginsight.com © 2017 Formula4media LLC. EIGHT WAYS to Promote & Sell Tech Products in a Running Store. By Daniel P. Smith TAKING AIM AT TECH The Polar M430 is a running watch with wrist-based heart rate and GPS.

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