Road Runner Sports recognizes high-value shoppers with digital signs

Dan Berthiaume
Senior Editor, Technology
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Road Runner Sports is personalizing in-store shopping for its best customers.

A specialty fitness shoe retailer is personalizing the in-store experience for select customers with a digital signage solution.

Road Runner Sports is deploying a digital signage solution from Creative Realities that includes a feature called “Name in Lights” to recognize members of its VIP program, which includes a personalized fitting process called Road Runner Sports Fit Finder.

Once prompted by a sales associate, VIP members’ names are displayed across a marquee with a personalized video welcoming them to the store. Road Runner Sports also installed a digital queue tracker, intended to free up sales associates to dedicate more attention to VIP customers.

According to the retailer, both features drive interest and loyalty in the VIP program and provide sales associates personalized information and time needed to assist high-value shoppers, ultimately resulting in additional sales lifts. Road Runner Sports has been working with Creative Realities since 2021, and the new digital signage features have been successfully deployed in 15 locations to date.

Looking ahead, the retailer plans to roll out the digital enhancements across all store locations in the U.S., with multiple screens at each location.

"We wanted to create something that would make our customers feel special while shopping in our stores – a loyalty benefit that hasn’t been seen anywhere else," said Road Runner Sports founding family member and president Michael Gotfredson. “We leveraged Creative Realities to create an experience that highlighted our VIPs as they shop to make them feel like the champions they are. The technology experiences deployed by Creative Realities have done just that. We are thrilled with the results and the impact it has had on both our customers and our sales associates."

"This solution was exactly what we were hoping for – celebrating our amazing customers while also driving more brand loyalty and affinity in a unique way,” said Todd Velazquez, director of retail customer Experience at Road Runner Sports. “We are excited to be at the forefront of the retail and sportswear industry with Creative Realities at our side. They have been a trusted partner for us, and we look forward to working with them on our expansion and growth plans."

"We're thrilled to continue our partnership with Road Runner Sports," said Rick Mills, CEO of Creative Realities. "Our unique digital signage solutions are designed to create engaging and memorable experiences for customers while improving sales associate efficiency. We're confident these simple but meaningful digital touches will elevate the brand and provide an in-store experience that competitors of this kind are not yet doing."