October 18, 2005, 12:00 AM

Road Runner Sports boosts conversions, cuts costs with online catalog

Using technology from RichFx, Road Runner Sports launched an online version of its print catalog that drives some of the site’s highest conversion rates. Now, it`s testing the effect of scaling back on print catalog mailings.

Road Runner Sports is seeing increased conversions on its web site from the online version of its catalog that it launched with technology from provider RichFx Inc., reports Peter Taylor, Road Runner`s director of e-commerce.

“Over 25,000 unique visitors shop from the online catalog each month and our customer feedback is extremely positive” says Taylor. “Over 40% click to a product page and the feature drives some of the highest conversion rates on the web site.”

Leveraging its print catalog online also helped Rod Runner reduce marketing costs associated with the catalog by allowing it to reduce the number of print catalogs it mails. The millions of customers who receive the print catalog also now have the option to shop from it online. With catalog now available online, Road Runner is testing discontinuing catalog mailings to customers who purchase only online

The company also is experiencing increased sales from integrating the timing of promotional email campaigns with the timing of the catalog drop offline. By coordinating the two initiatives, it’s experienced some of the highest campaign results in its history, according to the company. The online version of the catalog, initially a test, has become a standing feature of the web site, the company adds.

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