Running Insight

In addition to looking at potential acquisitions, CriticalPoint is also looking at developing JackRabbit's web business, which Holtmeier regards as a critical advantage in today's marketplace. "Our shoppers can buy online or they can buy in the store. The web is also a great way to develop new customers and drive them into stores." By the first quarter of 2018, JackRabbit plans to offer consumers the ability to buy online and pick up in a store. Industry observers have commented that JackRabbit's website messaging has been largely promotional in nature, but Holtmeier said that's not the long term strategy. "We want to let people know we are here and going forward you'll see us rely less on promotion and more on the quality of the products we sell." (Note: In the month of August, this writer received 13 e-mails from JackRabbit. Five of them emphasized price, discounts or markdowns, the other eight highlighted product, brands or education.) In an e-mail to Running Insight, JackRabbit president Bill Kirkendall said the website will focus on: a. New customer acquisition. b. Improved conversion and increased purchase frequency. c. Mobile first. d. Improved customer site experience. e. Expanded premium merchandise assortment. Between the web business and the contracting retail landscape, Holtmeier is bullish on the run channel. "As the industry pairs down, business at those remaining stores that cater to the local community will pick up," he said. Having scale would allow them to be more competitive in their markets. "We offer enough scale to make an impression with their customers and vendors," said Holtmeier. n 6 runninginsight.com © 2017 Formula4media LLC. There are more than 60 stores in the store group. At right: a screenshot of the JackRabbit website from this past week. New JackRabbit Owner Looks to Acquire More Stores (continued) EVERY RUNNER WANTS A SMOOTH, light, powerful, and resilient stride. But there isn't one ideal form all runners should try to emulate. Instead, research and experience show that people can run effectively in a wide variety of patterns with some universal elements. Runner's World Your Best Stride distills the expertise of physical therapists, podiatrists, biomechanics researchers, and coaches to reveal in runner- friendly terms how you can apply these principles to improve your running performance, avoid injury, and enhance your enjoyment on the run. FIND OUT MORE AT RODALEBOOKS.COM RUN THE WAY YOU WERE BORN TO RUN 14640 AVAILABLE TO ORDER NOW. PLEASE CONTACT YOUR MACMILLAN SALES REP OR CALL 888-330-8477 14640_BestStridesAD_7.5x2.5.indd 1 7/7/17 4:30 PM

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