Running Insight Running Insight VO3 NO12 : Page 6
Yasso of Runner’s World (continued) Yasso’s advice to retailers on serving the newbie: Your first goal is to get the newbie into shoes and maybe a pair of shorts. After that you can sell him or her anything and everything. Likely to buy gimmicky product and experiment. No problem spending, especially at the beginning. Great target for education and clinics. Product knowledge will create that “aha” moment which will spark greater zeal for running and spending on their new activity. Yasso spent a good deal of his presentation focused on the “working mom runner”, who he identified by the name Maureen. “Running is an important part of her life and ‘getting the run in’ is critical,” Yasso said. “She often runs before work when the sun is just coming up, so this woman is a prime consumer for reflective product.” “Maureen” and other working moms are also pressed for time, so her shopping time is limited and structured, Yasso said. “She is likely to shop for herself when she’s also shopping for her kids or husband so she’s as likely to shop in a full-line sports store as she is at run specialty.” Yasso said working moms are also prime apparel consumers and are likely to respond to stores that are easy to shop and do a good job Half marathon is the fastest growing distance race in the country and halfs are good for working moms because they can “fit in” the training for that race. “Mom” is an important part of working mom. Likely to participate in Mother-daughter or Mother-son races. Merchandising around Pregnancy-Maternity is an opportunity as well. The ‘Health & Fitness Runner,’ who Yasso referred to as Dick & Jane, is the most likely to shop run specialty. This runner, Yasso said, engages in other activities and sports, but running is their primary activity. The Health and Fitness consumer runs four days a week, 20 miles a week, 11 months out of the year. “They run to stay in shape, relieve stress, have fun and “do something for myself,” Yasso said referring to RW research. Other significant information about this runner, according to Yasso: 54% are in training programs. Three top “Most likely to purchase” venues are run specialty, online and full-line sporting goods. Three top influences: Salesperson, other runners and “article I read.” Has three pair of shoes in current running rotation. Top brands are: ASICS, Nike and New Balance. Very influential to other runners. This is the runner “Ned” talks to when getting started. n Meet Maureen, the Working Mom. 59% of all marathon runners are women. “Halfs” are good for working moms because they can fit in the training. merchandising apparel. Other key points about Maureen, according to Yasso: “Running provides a strong social connection with other women. They like to be goal oriented and training for a race most likely a Half Marathon is a likely goal.” 59% of Half Marathoners are women. 6 WWW.RUNNINGINSIGHT.COM • © 2011 FORMULA4MEDIA LLC.