Boost Your Specialized Running Store: 4 Commercial Actions to Implement

Highlighting the significance of local engagement is vital when it comes to boosting your specialized running store. From forming partnerships with local industry players to leveraging ambassadors for your communications, and enhancing the daily operations and ambiance of your store… Every strategy should aim to attract new customers and enhance your store’s visibility. Here are four key commercial strategies to boost your business.

1. Create a True Experience for Your Running Store

Your customers seek authentic support and products that fulfill their immediate needs. It’s your responsibility to guide them and deliver a satisfying shopping experience that ensures they return. Organize your store, aisles, and displays according to the seasons and weather to meet their expectations: feature technical clothing for winter or hot weather runs, provide headlamps as days get shorter, and more. A well-planned store layout will showcase your expertise and draw your customers’ attention.

Monitoring local events near your store is essential. These events can be leveraged to enhance the customer experience and give your sales team additional talking points. It’s also an opportunity to demonstrate your and your team’s dedication to running activities.

This dedication from your team can also translate into personalized support for your customers in-store. Equip your sales staff with connected tools, allowing them to access valuable data for better sales (preferred products, activity level, frequency, etc.).

2. Invest in Events

Directly related to the previous action and your local involvement, this strategy is crucial for increasing your visibility and attracting new customers to your store. Events, besides setting you apart from your competitors, are an essential tool for reaching your target audience in contexts conducive to conversion.

Attend local races: sponsoring and setting up a booth in the heart of brand villages are impactful commercial actions. Being on-site ensures your store’s visibility and allows you to offer special discounts and gift vouchers to participants (e.g., included in race packs at bib collection).

Host your own event: by organizing a weekly or daily run, you create a routine for your loyal customers and encourage others to join and be part of a community. Additionally, having your own running team serves as an excellent communication tool on social media!

Introduce new products by inviting athletes and hosting autograph sessions in your store. Leverage their popularity and the novelty to attract customers who value expert recommendations and real user experiences.

3. Specialize in Brands

A great way to build your specialized running store’s reputation and energize your business is to focus on specific brands, tailored to your clientele. Limiting your offerings to certain products and suppliers favored by your customers or identified as necessary can only enhance your expertise.

By thoroughly analyzing your customers’ purchasing habits and understanding their expectations, you can refine your offerings:

• Develop exclusives with your suppliers for specific models;
• Form brand partnerships to provide your customers with unique benefits;
• Offer technical, specialized products that align with your clientele’s needs;
• Introduce promising young brands already in a growth phase, differentiating your offerings from competitors.

Don’t hesitate to host your customers’ favorite brands during new product launches or to showcase innovative products. Once again, events are crucial for enhancing your customers’ shopping experience and strengthening your brand image.

4. Find the Right Partners

Collaborating with local trail and running clubs, as well as businesses, allows you to develop an offer tailored to your local clientele.

Offer special discounts to members, invite them to private sales or product tests, and organize races with valuable prizes. Make exclusivity your ally to retain existing customers and attract new ones interested in unique offers.

Local clubs and associations can also become your brand ambassadors, relaying your communications to increase your visibility.

Summary: 4 Actions to Boost Your Specialized Running Store’s Activity

1. Create a True In-Store Experience: Enhance your store’s design and rotate featured products according to local sports events, seasons, and weather.
2. Invest in Events: Participate in local races, organize your own running events, and host product or brand discovery sessions in your store.
3. Specialize in Brands: Strengthen your expert image, retain customers, and offer an optimal shopping experience by focusing on specific brands.
4. Find the Right Local Partners: Collaborate with local clubs and businesses to make them your ambassadors and communication channels, promoting your exclusive offers.