The initiative was launched Aug. 21 at Nordstrom’s Fashion Island store in Newport Beach, Calif., where Nordstrom shoppers can receive a free on-site foot analysis to help them find the best-fitting athletic shoes for their exercise needs.
In just 12 minutes, customers are guided through four quick steps to finding their perfect fit with the guidance of Road Runner staffers. First, consumers share their exercise needs with Road Runner staffers. Next, they step on a specially designed pad for a 3-D reading that measures their foot size and provides a quick measurement regarding how balanced their feet are. This allows a Road Runner fit expert to evaluate their arch support needs.
Consumers then jump on a treadmill to record a personal slow-motion movie of their walking or running stride that includes specific ankle and foot imbalances. Lastly, a fit expert shapes custom insoles on site, designed to eliminate imbalances and help keep feet injury-free.
“We hope customers want to visit our stores because we always have something new,” said Kristin Frossmo, Nordstrom EVP and GMM of shoes. “Offering the Road Runner Sports experience is just one of the ways we’re continuing to invest in our stores and evolve our shopping experience to make them even more compelling.”
While retailers typically compete for consumer dollars, Road Runner Sports and Nordstrom are working together, said Frossmo. “We both share a relentless commitment to service, and it’s great to have that in common. Road Runner Sports is one of the largest retailers of technical running shoes in the U.S., and they provide a unique and compelling fitting process that we’d like to share with our consumers.”