Hop to the Shops


Ever since I caught the marathon bug a little over a year ago, I have become a glutton for gear.  Like a moth to a (rather expensive) flame, so am I to the many running stores that pepper the Manhattan sidewalks—taunting me with window displays of the latest shoe models and GPS devices.

In light of our down in the dumps economy, I’ve been trying to scale back on my “stuff”-buying–i.e. everything other than your basic food/water/shelter/cable.  I have been grudgingly, but dutifully, deleting the thousands of emails from retailers that flood my inbox daily, all promising sales, deals, blowouts…oh my.

However, in a rare moment of weakness I happened to click on an email from one of my very favorite sports apparel stores, JackRabbit Sports, and was struck by the incredible personalization of the letter.  More than simply offering me $5 off my next shoe purchase, and in addition to reminding me of the 10% every returning customer is privy to, it filled me in on exactly why I needed to hop on in asap. 

It gently brought to my attention the exact date that I purchased my last pair of shoes, followed by the well-known (but oft forgot) knowledge that the average lifespan of a running shoe is 400 miles.  And I had passed that.  300 miles ago.  To make it even more irresistible, they listed the exact store where they had my shoe (and size) in stock…and gave me the price after all of my discounts.  Literally all I needed to do was show up, hand over the money, grab the box, and head out. 

If you make it that easy, no one can resist….well, it would take a woman far stronger than I.

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May 27, 2022
by Mary Lou Quinlan

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