In-Store vs Online

This morning, I read an article at Runner's World's website about shopping online versus going to your local running store.

http://news.runnersworld.com/2012/08/21/in-store-or-online-what-decides-where-you-shop/

According to the survey cited 43.7% of shoppers admit to going to the store to look things over, and then turn around and shop online. Yes, this is something I deal with on a weekly basis.  Someone will come into the store to let me know they plan on buying online. Usually they tell me after I have gone through a fitting process with them.

Is it frustrating? Yes. Do I get mad? Maybe for a minute. I'm getting better at letting it go.

I have a vested interest in what I am about to say, but it is also common sense.

When you go to a local specialty running store, you aren't just buying shoes, socks or apparel. You are getting advice, information, encouragement and community. That's a lot packed in to your $110 shoe purchase.

The sales person will be able to talk to you about changes in your shoes - online won't. They will be able to determine if a shoe has the proper support or stability for you. Online fails there. They will encourage you, and in some cases offer training for your next race. Online sells you shoes. All of a sudden that $110 is an investment, and not just a pair of shoes.

A local running store really can't price match Zappos, Road Runner, Dick's or whoever is offering a shoe at 20% off. If they did that all the time, they wouldn't be in business long. Local stores don't do the volume the large big box or online stores do, so how could they match prices like that.

Another thing to consider....shopping locally. That local running store is owned locally, and employs people in your community. They are your running resource. Online is heaven knows where, with people who, quite honestly, don't care about your running. You are supporting your local economy when you shop at your local store....and I don't mean the Dick's Sporting Goods at the mall.

I am not saying you shouldn't be concerned about price, especially if you are going through two pairs of shoes a year. I am saying, you need to think of the shoes as an investment in your health. I have beaten back Diabetes thanks to running. The costs saved there will keep me running for years to come.

Again, yes, I have a vested interest, but this is also good sense. Knowledge and service are included in the price of the shoes at your local store. You can't get that online.

Charlie