Every once in a while, I come across a piece of marketing that is so insightful, well-timed and relevant that I can’t help but reach for my wallet. This happened to me about a week ago.
As a runner, I have a love-hate relationship with shoe makers. Runners often develop a favorite shoe – one that got them through a special race or simply left them injury-free or even lasted longer than they were expected. The problem with falling in love with a particular shoe is that the manufacturers constantly discontinue products in favor of new models. Invariably, I develop a favorite and once it has worn out, I head to the store, only to find that Nike or Saucony or Asics is no longer producing that shoe and so the hunt begins again.
Last time I was shoe shopping, I was able to find my favorite pair online through Road Runner Sports, an e-commerce site I had never before shopped at. I purchased the shoes, and although it was an easy enough process, I never returned. Then a week or so ago, I received a post card in the mail from Road Runner Sports informing me that my shoe was “endangered,” meaning the manufacturer had discontinued it, so the supply was limited. It also provided me with a $10 off discount code. Crap, I thought. I better buy those. Of course, I got busy and forgot about my precious shoes.
A week later, Road Runner Sports sent me a follow-up e-mail with this subject line: “Endangered Shoe Alert! Get $10 Off!” Remembering the post card, I clicked on it and then through to the website. Integrated, data-fueled personalized marketing. Brilliant. Purchase complete.