Modern Runners in Europe: what is their consumer journey?
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What do they expect from brands?
Modern runners are looking for trendy, high-quality products and they consult expert opinions before buying. They seek a sense of belonging through brand communities and are drawn to exclusive versions of products. What really matters to them is authenticity, a sense of adventure, and omnichannel experiences.
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They adopt an omnichannel approach
The runners' consumer journey can be divided into five steps, each with its own specific objective. Brands must employ targeted actions, leveraging both physical and digital channels to interact with modern runners and adapt to their new habits, thus creating a sense of relevance.
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They look for products not brands
Modern runners tend to look for specific products online, instead of branded keywords, as we observed in the 5 main European markets. This highlights the importance of communities and word of mouth in the discovery phase. Digital touchpoints are essential in the consideration and comparison phases, helping runners to collect useful information ahead of purchase.
