A better start with the perfect running shoes and sportswear

Running is a popular sport with a low threshold. Yet professional guidance pays off, especially when buying suitable gear. The right running shoes, and for women a comfortable sports bra, are indispensable. They make the difference between hours of intensive or recreational training and annoying injuries.

"We don't show shoes in our stores. The pressure points in the foot, the surface and the customer's running pattern determine which shoe we suggest," says managing director Koen Wilssens.

No more mysterious stock, the full range is now entirely online

In 2017 the four classic Runners' Lab stores, in Ghent, Paal, Zaventem and headquarters Zwijndrecht, were joined by a webshop. Yet the online approach seems hard to reconcile with individual tailored advice. "Our stores are deliberately not on the high street. Customers who come to us know what they are looking for. Our advisers are all highly trained, with a qualification in biomechanics. But for a second or third pair, or matching sportswear, it is sometimes much easier online. Or customers reserve a specific pair, which they then come to try in the store."

The choice fell on Tilroy, because of the smooth integration between inventory management and the webshop.

Omnichannel approach rewards loyal customers

"Our team was quickly convinced that our stores and the webshop have to be one story, with the same prices, discounts and promotions. With Tilroy, that is the case. Three months after the first purchase, for example, every customer gets a nice individual discount. And with a bonus per purchase tier, everyone keeps saving points. Thanks to Tilroy you can check this online yourself."

"Through email newsletters and social media we keep our target audience regularly informed about events and temporary promotions. Of course this also brings extra sales, for example of running lights and reflective clothing in autumn, or sports nutrition at the start of the marathon season. Because all checkouts and the webshop are linked to the same inventory system, you find the same promotions everywhere. And the system will only offer products for which the requested size is still available."

Online for total transparency

"From price information and sales administration to shipping and stock management, everything is done from Tilroy. We chose to put stock levels per item and per store online in full transparency. Thanks to Tilroy nobody has to drive to one of our stores for nothing anymore. Our own people now use the webshop themselves to check whether an item is still available in the right size elsewhere. We also deliver to customers' homes and much more is shipped between the stores than before."

"With Tilroy we also have integrated task management for repairs, or in practice rather adapting sports shoes to measure, for example with insoles. Around 20% of the shoes sold are adapted, sometimes even asymmetrically. The customer pays a deposit at the checkout, or sometimes the full amount. Tilroy manages the work orders and notifies the customer when the adjustment is ready. Thanks to our custom work and Tilroy's, everyone gets the shoe that fits them perfectly."