Runners' Choice Case Study

3984 WordsNov 13, 200816 Pages
Executive Summary Paul Roberts, the owner of Runner’s Choice in London, has run into a recurring issue dealing with his customers. Runners’ Choice is a shoe store that sells products specifically to regular runners. They sell products such as running shoes, walking shoes, cross-training shoes, shirts, shorts, jackets, hats, gloves, watches, running tights and pants, water bottle belts, concentrated carbohydrate gels and bars, heart-rate monitors, sunglasses, books and magazines for runners. Roberts realized that customers were confusing his store with The Running Room and was worried that his promotional and advertising efforts were being wasted and benefiting his chief competitor. Roberts decided that he needed to create a plan and…show more content…
Due to Roberts’ excellent business operations, his company won the Better Business Bureau’s “Business Integrity Award” in 2002. The location of his store is downtown so it gets more exposure from passers-by. Roberts has segmented his customers into three categories: Beginner/Infrequent Runners, Intermediate/Regular Runners, and Advanced/Very Frequent Runners. Products that Runners’ Choice offers are of name-brand manufacturers and are of the highest quality and technology. The products offered are mostly geared towards the more dedicated and serious runners (Advanced/Very Frequent Runners).The store also offers a number of running accessories such as shirts, shorts, jackets, hats, gloves, watches, running tights and pants, water bottle belts, concentrated carbohydrate gels and bars, heart-rate monitors, sunglasses, books and magazines. Customer service is yet another strength this business has. Employees are trained to give you the best product for the customer’s running style and go through a thorough process to make customers most satisfied. Their return policy is also very lenient, giving customers the ability to return shoes that have been used a few times. Runners’ Choice will also facilitate special orders for those customers you want or need products that are not in the store’s inventory or selection. Runners’ Choice operates three running clinics to
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