Shoe Sales With Service: Runners Favor Brick-and-Mortar Specialists Over Online Retail For Expertise

BEVERLY, Mass., July 10, 2012 /PRNewswire/ -- Runners prefer to get their shoes from specialty running stores over online retailers and sporting goods stores.  That's according to the Karhu Runners Industry Report, the first in a new ongoing research series from running shoe company Karhu™, in partnership with Brookmark Research Services.

The company surveyed 725 runners to find out which factors influenced them most when purchasing running shoes.  Half (49%) the respondents typically purchased shoes from a running specialty store, ahead of online retailers (32%) and major sporting goods stores (11%).

The top three reasons customers shopped specialty running stores was for the product knowledge and running expertise of the customer service rep, along with overall customer service.  Meanwhile, price, convenience, and selection ranked as the top three reasons customers shopped both online retailers and sporting goods stores.

And while many brick-and-mortar stores are bemoaning the "showrooming" trend which has customers shopping a traditional retailer before making a final purchase online, only one in eight survey respondents said they made a habit of that. 

When asked to indicate their major opinion influencers in a purchase decision, twice as many runners pointed to store running specialists (48%) versus online shoe reviews (22%) or even advice from friends (20%).

"We know that running shoe specialists are key to finding the right fit for your foot and running style, and we want to support this customer service model," said Karhu President & CEO, Huub Valkenburg.  "That's why Karhu will now be providing our specialty running store retailers with exclusive early product drops so they can lead the market with the latest in Karhu design and technology.  We'll also continue to invest in these specialists with knowledge clinics and education."

Not surprisingly, fit is far and away the number one feature driving purchase decisions with 54% ranking it their number one factor, followed by support at 16%. When combining results to factor in customers' top three purchase drivers, the most sought-after features were fit (84%), support (49%), cushioning (37%), and lightweight (32%).  Only 4% of customers cited price as their number one factor and only 23% placed it in their top three.

More than half the runners surveyed said they didn't have a particular running style (30%) or were unsure (24%) of their style.  Of those who did identify with a running style, efficient running was most common (18%), followed by natural running (16%), and forefoot running (8%).  Almost none of the respondents identified with heel drop or chi running techniques.

BROOKMARK RESEARCH SERVICES:
Online market research supplier, Brookmark Research, focuses on advanced Internet survey research solutions, supporting firms focusing on the development and growth of micro brands including the outdoor and sporting goods industries.  Brookmark was established in 2009 by research and online technology veterans Alex Brooks and Dennis Mark. For more information, visit: www.brookmarkresearch.com. 

Lisa Lazarczyk, laz pr
781.646.0667 / [email protected]

SOURCE Brookmark Research Services