Road Runner Sports Ties Digital Signage to its VIP Loyalty Experience

2 min read
Published April 29, 2023   |  Last Updated May 22, 2024

Road Runner Sports is enhancing its in-store experience and streamlining sales associates’ duties with digital signage introduced in partnership with Creative Realities. Members of Road Runner’s VIP loyalty program can get a personalized in-store experience using the displays, including a welcome video and a digital queue tracker that lets them continue shopping while they wait for notification that an associate is free to assist them.

Associates, who can activate the signage on behalf of VIP members to initiate the experience, also will be provided with the VIP’s personal information to drive more positive and memorable experiences as well as additional sales lifts. The digital signage builds on other personalization features such as the Road Runner Sports Fit Finder, which helps shoppers find the right shoes in under three minutes.

“We wanted to create something that would make our customers feel special while shopping in our stores – a loyalty benefit that hasn’t been seen anywhere else,” said Michael Gotfredson, Jr., President of Road Runner in a statement. “We leveraged Creative Realities to create an experience that highlighted our VIPs as they shop to make them feel like the champions they are. The technology experiences deployed by Creative Realities have done just that. We are thrilled with the results and the impact it has had on both our customers and our sales associates.”

Road Runner and Creative Realities have been working together since 2021, and the new digital signage features have been successfully deployed at 15 locations to date. The retailer plans to continue rolling out the program to all U.S. stores, including multiple screens at each location.

“This solution was exactly what we were hoping for — celebrating our amazing customers while also driving more brand loyalty and affinity in a unique way,” said Todd Velazquez, Director of Retail Customer Experience at Road Runner in a statement. “We are excited to be at the forefront of the retail and sportswear industry with Creative Realities at our side. They have been a trusted partner for us, and we look forward to working with them on our expansion and growth plans.”

The use of digital signage is growing across the industry as retailers look for new ways to differentiate their experiences and drive revenue growth. One recent example is Amazon, which is implementing digital signage at Fresh stores to enhance its retail media network by offering manufacturers campaigns that can be scheduled based on store location, daypart or the in-store location of the digital signage.

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