Road Runner aims for better fitting DM strategy
Chantal Todé
March 16, 2007
“After encountering difficulties finding a circulation manager and a marketer who could integrate its online and offline strategies, Road Runner Sports made the decision last year to outsource its direct marketing strategy. As a result, its response rates are up despite its decreased prospecting.
As the operator of the world’s largest running footwear store chain and a successful direct marketing business for 24 years, Road Runner considers itself an expert in both running and direct marketing. However, the multichannel retailer increasingly felt pressure from category leaders like Foot Locker.
“We found we just weren’t as smart as we should be in our contact strategy,” said Danae Brooker, director of marketing at Road Runner, San Diego…”
Read Full Article in Multichannel Merchant.
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