The document discusses how running stores can leverage race events to drive transactions by promoting races and offering discounts. It proposes several strategies: (1) creating an automated running calendar and offering store discounts for races that participate; (2) distributing race coupons and tracking referrals; (3) setting up in-store kiosks for race registration; and (4) including coupons in race confirmations and at bib pickup events. The goal is to drive more traffic and sales conversions in stores by promoting running services and programs alongside product sales. One success story describes how packet pickup events and asking customers about gear led to increased winter apparel sales.

1. Using Technology to Drive
Transactions –
The Cloud & Races
bob.bickel@runsignup.com
609-410-5506
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2. Background
• Technology
• BSEE Bucknell, MBA
Finance Temple
• Bluestone/HP
• Application Servers
• Advisor/Board
Member
• 3 at a time
• 5 Successful, 1 Failure
• Currently 2 VC backed,
1 Angle E-Commerce
• RunSignUp 2010
• Running
• 9:39 HS, 29:07 10K
Bucknell
• 2002 Local Running
• Part time Volunteer HS
XC/Track Coach
• Trails
• Race Director
• Moorestown Running
Company
• RunSignUp 2010
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3. Leverage Races to Drive Transactions
• Awareness
• Automated Running Calendar
• Running Store Club Discount on
RunSignUp races that turn it on
• Race Coupons and Referral
tracking for race registration in
Store Email blasts
• In store Race Registration Kiosk
• Driving traffic to your stores
• Coupons in Race Confirmations
• Bib Pickup
• Coupon Awards
• Expanding from Product Sales
into Running Services
• Training Programs
• Coaching Tools
• Clinics
• Race Management
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4. Success Stories
• Running Calendar
• 900 Races
• Self-Serve
• Resource for Race Directors
• Website Guide
• Race Registration
• FAQ
• Training Programs
• Partner with Races & Clubs
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5. Success Stories
• “Getting people in our doors is
the biggest driver toward
sales conversion, along with
solid buy-in from sales
associates in the knowledge
that packet pickup attendees
are easy sales for those who
know how to ask the right
questions. We did a pickup a
few weeks ago before a cold
snap, and asking every person
picking up if they had the right
winter gear to deal with a
chilly race saw winter apparel
disappearing off the racks.”
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6. Race Director Meetings
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7. Success Stories
• Race Calendar highlighting
Their Events
• Bib Pickup across 3 Stores
• Race Management &
Timing as a Profit Center
• Advanced Race Services –
Results, Notifications,
Kiosks, etc.
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