Two days ago I bought a pair of new running shoes.  I've been running in Nike for 34 years - since 1974.  My first running shoe was the Nike Cortez - this was Nike's first running shoe and it was created in 1972.  My second shoe was the Nike Waffle.  I've been loyal and a very happy customer ever since.  It's the only brand that I've ever really run in.  I buy Nike shorts, Nike hoodies and Nike running socks.  I consider myself brand loyal to Nike and had every intention of buying Nike again...

So why the change?  Pretty simple, really - a personalized shopping experience.

Last Saturday I went into a local running store called Run AZ.  The sales clerk (I think he's the owner) addressed me and asked how he could help and what I was looking for?  He then looked down at the my shoes and said, "wow, those are really worn out.  It looks like you could use a new pair."   My response, "yep, I've put enough miles on these and need some new ones.  I've been running in Nike for 30+ years and need a new set."   He said, "You know, the Pegasus has changed a lot in recent years,.. some people like the new fit and others don't.  The model you're wearing, they just don't make it any more."   After this short exchange he then did the following things to help me find the right shoe.

"Take off both of your shoes and stand facing me" - he was looking at the arches of my feet.
"Okay - now walk toward the front door and walk back to me" - he was looking at my foot placement and stride.

What's your size - he then went and pulled out a pair of ASICS.  Size 8 1/2.  I"ve been wearing a 8 1/2 since 1974.  The ASICS must run a little small because he moved me up to a 9.  He then had me put on both shoes go outside in front of the store and run down the side walk about 25 yards.  He followed me outside and watched my stride and foot placement coming and going while I ran.  His comment "you're a forward foot striker - I think you're really gonna like these"

We tried on shoes from ASICS, Adidas, New Balance and finally the Nike Pegasus.  Each time, I would go outside in front of the store and run the 25 yards or so down the sidewalk and back.  He would ask questions about how the shoe felt and what I liked or disliked about each one  In the end, I bought the ASICS because it felt better.  The new Nike is too firm in the sole and in the upper shoe construction.  It didn't flex as easy and felt stiff while running in it.

Personalization is what I experienced in the Run AZ store.  It is also one of the four foundations that I consider all marketing must be in the future: personalized, transactional, integrated and measurable. 

Sadly, the sales clerk did not ask for my email address or my phone number.  From our short conversation he knows that I am a consistent runner and have been active in the sport for over 30 years.  Instead of leaving it to chance he could have easily asked for my email address because he wanted to follow-up with me in a week and see how the shoe performed.  I would have gladly given it to him since the request would have been consistent in delivering a personalized, highly attentive sales experience.  He could then, if he were using automated follow-up marketing processes, put me into a marketing stream that would ask me to come in and replace my shoes in 12 months, 18 months, 24 months or at 36 months.  He could also have his system set to send an automated notice to me whenever the shoe that I just bought is discontinued and ask me to come in and buy a replacement pair of the same shoe before they run out of stock or recommend a replacement shoe that is comparable in quality, arch support and flexibility.

Two years or so from now, will I remember Run AZ?  Possibly - but why leave it to chance when I could be a very loyal customer and followed-up with automatically.  A customer that is more than happy to be reminded to come buy again when I need that next pair of shoes.

Oh - by the way- in spite of the absence of automated marketing systems- his sales are up 15% year-over-year.  Recession?  What recession...

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