1st Place Sports Running is a locally owned footwear store serving Northeast Florida. Owner and founder Doug Alred opened this store in 1978 after falling in love with running. Over this time, 1st Place Sports has established themselves as the go-to shoe store in Northeast Florida. Aside from shoes, the store also sells apparel, nutrition, and fitness accessories. 1st Place Sports has a unique fitting process that will ensure that you walk out of the store satisfied and stylish. The main demographic of 1st Place Sports are fitness enthusiasts. The store maintains their business through word-of-mouth advertising in the fitness community. In this blog, I will be conducting a SWOT analysis of 1st Place Sports and detailing a proposed event for the organization.
(1st Place Sports Running, n.d.)
Strengths
· The five-step fit process that 1st Place Sports undergoes for first time customers is their first strength. The process includes the following: interview, foot analysis, determining your show category, shoe fitting, and the verification (1st Place Sports Running, n.d.). Each step makes it possible to find the best shoe for customers.
· They offer a diverse selection of products. Sixty-nine brands are available for purchase (1st Place Sports Running, n.d.).
· 1st Place Sports has built up credibility over the years, even being named the Running Store of the Year in 2020 (Running Insight, 2021). They beat out other stores in the United States.
(1st Place Sports Running, n.d.) Picture above is a more detailed description of the five-step fit process.
Weaknesses
· With the store being marketed toward avid runners and walkers, other kind of customers might feel intimidated to shop at store.
· Customers that are in a rush might not like the five-step fit process.
· A renowned store like this should have more locations outside of Northeast Florida.
Opportunities
· They could get more involved with the community by hosting a fundraiser or partnering with other organizations.
· They should create a TikTok account to show employees conducting the five-step fit process on customers. This could attract potential customers as they will get a better understanding of the process.
· Opening more locations outside of Northeast Florida since they have a good reputation.
Threats
· Consumers might be more inclined to shop at more well-known competitors such as Foot Locker, Dick’s Sporting Goods, and Academy Sports + Outdoors.
· This market is price competitive, and shoppers will look around for the best price.
· A good pair of running shoes can be expensive and people might not be able to afford a pair in this economy.
(1st Place Sports Running, n.d.)
Event: “Unleash Your Sole”
I recommend that 1st Place Sports host a community event in Jacksonville with the hopes of bringing people together for fun while also attracting potential customers. The event could be split into two sections. One side can be dedicated to fun and games and the other side can feature informational facts about the organization. 1st Place Sports already have an audience in fitness enthusiast, but their audience should expand to people who just want a comfortable pair of shoes. So, the target audience for this specific event are people in the market for the perfect pair of shoes for their feet. This event can help the company tackle two weaknesses. They can bring some of their inventory on-site and conduct the five-step fit process in front of everyone. This will show potential customers the process and why conducting it will be beneficial to the health of your feet. Often, people wear the wrong running shoes and wonder why their feet/ calves constantly hurt after going for a walk or run. They do not take the time to think that the type of running shoes that they are wearing play a big part in the pain. This will tackle the weakness of customers not liking the process and trying to rush their shopping experience.
Additionally, 1st Place Sports can reiterate how they are open to all customers and not just fitness enthusiasts. This will help alleviate the weakness of people thinking the store is not for them. Furthermore, from my personal experience at the store, I not only found out my running style but that my feet are two different sizes (one is a half-size bigger). Past and current customers can share testimonials like this at the event. Lastly, a raffle can be held at the end to give away free running shoes from respectable brands. The cost of tickets for this event should offset the loss of inventory. Overall, this event would help 1st Place Sports gain brand awareness while also providing an entertaining and uniting day for people in the Jacksonville community, who especially need it after the racially charged shooting that happened last month.
(1st Place Sports Running, n.d.)
References
1st Place Sports Running. (n.d.). 5-Step Fit Process. Retrieved from https://1stplacesports.com/fit-process/
1st Place Sports Running. (n.d.). Brands. Retrieved from https://1stplacesports.com/brands/
Running Insight. (2021). 1st Place Sports named 2020 store of the year. Retrieved from https://www.runninginsight.com/success/1st-place-sports-named-2020-store-of-the-year
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