How do runners select their shoes? An in-store experience

We aimed to identify factors that influence running shoe selection and how salespeople and runners experience the in-store selection process. In a cross-sectional design, we surveyed 101 runners (buyers and non-buyers) and 38 salespeople in specialty running stores. Surveys contained questions about demographics, factors influencing shoe choice, sources of footwear advice/education, conscious behaviour, and perceived influence of salespeople on selection. There were no significant differences between buyers and non-buyers regarding how much runners thought about their purchases (i.e., level of consciousness). Salespeople were significantly younger than runners and believed a greater number of factors and sources of advice influenced shoe selection. Runners most frequently identified fit, comfort, and gait analysis or injury prevention as most influential in selecting shoes, in that order. Salespeople believed comfort was the most important for runners. Buyers and non-buyers prioritised advice on running shoes from salespeople, friends, and family, while salespeople primarily got their information from peers. Buyers and non-buyers visiting speciality running stores largely reflect the same population. Salespeople advising runners significantly differed from their target clientele in several regards and overestimated their influence on runners’ selection. We caution runners to carefully consider the advice from salespeople as many employees make recommendations that are not evidence-based and may have limited experience.