Koen Wilssens | CEO, Runners’ Lab
Runners’ Lab makes the difference between comfort and injuries with biomechanical expertise and individual advise. With the webshop, people can look at the diverse supply, order online or try on in one of our stores. Stock management, promotion and discount, order, repair and sending are seamlessly integrated. With Tilroy.
Running is a popular sport that is easy to start with. Still, professional support would be no luxury, especially when buying suitable materials. The right running shoes, and for woman a comfortable sports bra, are essential. They make the difference between hours of intensive or recreational training and annoying injuries.
Runners’ Lab has been helping athletes and recreational sportsmen and women to make the right choice, in particular with their first purchase, since 1980. Thanks to the foot scan, an innovative own pressure measure system that makes a footprint during running, every customer gets a personalized choice. When necessary a shoe will be custom made with an arch support. “We don’t show shoes in our shops, the pressure points on the foot, the ground and running pattern of the customer will determine the type of shoe we present” says business manager Koen Wilssens.
In 2017, the 4 Runners’ Lab stores – in Ghent, Paal, Zaventem and headquarters Zwijndrecht got the company of a webshop. The online approach does not seem to match the tailor made individual advise. “Our shops are not situated in the shopping streets. Our customers know what they are looking for. Our advisers are educated, with a qualification in biomechanics. For a 2nd or 3rd pair, or matching sports clothes, it’s easier online. Sometimes customers will reserve a pair online and try it out in the store.”
We chose Tilroy because of the smooth integration between stock and web shop. “We are getting positive reactions because the full supply, more than 8000 different products, can be found online. Customers are able to see the wide variety of our supply, including the different athletics disciplines and smaller types of sports. That way they understand even better the value of individual advise.”
“Our team was quickly convinced that our stores and webshop need to be one story with the same prices, discounts and promotions. Three months after the first purchase, every customer gets a nice individual discount and a bonus after every purchase so everyone can keep saving points. Thanks to Tilroy it is possible to check this online.”
“We keep informing our target audience about events and temporary promotions by using email newsletters and social media. Of course this translates into additional sales, for example from running lights and reflecting clothing in autumn to sports food at the start of the marathon season. Because all tills and the webshop are linked with the same stock, you can find the same promotions everywhere. The system will only offer products in the still available size.”
“From price information and sales administration to sending and stock management, everything happens in Tilroy. We chose to put the stock levels online per item and per shop to be as transparent as possible. We don’t want our customers to drive to one of our stores for no reason. Even our own staff uses the webshop to check whether an item in the right size is available in another shop. We also deliver at home and send more back and forward between the different shops.”
“Tilroy continues to develop at our request. We have an integrated task manager at our disposal for repairs or in practice tailor made sports shoes, with for example arch supports. 20% of the shoes we sell are being adjusted, even asymmetrical. The customer pays an advance or the whole amount at the till. Tilroy manages the working orders and notifies the customer when the adjustment is ready. Thanks to our custom-made footwear and Tilroy, everyone gets the shoes that fit perfectly.”
“We export all sales information from Tilroy to an analytical tool. That is our ‘resource’ to maintain the right stock, buy new items in time and set up aimed promotions. We are setting up promotions in the shops and through targeted email campaigns at the same time.”