Fitness app Runkeeper takes a run at retailing

Fitness app Runkeeper has begun selling running apparel and has plans to use the data produced by its 40 million users to offer personalized offers and incentives.  

"You wouldn't necessarily think of Runkeeper as a threat to a physical retailer," CEO and founder Jason Jacobs told Digiday. "But our user base is so large and our data is so rich that we think there is a tremendous opportunity in e-commerce."

Runkeeper is offering 10 different running tops priced from $24 to $40. In a digital twist, users can unlock offers by reaching personal fitness goals or completing challenges.  

Between 5 and 7 percent of people who unlock merchandise then buy the item, according to Runkeeper, which told Digiday the conversion rate is double the industry average.

Existing retailers are currently partnering with fitness trackers and apps to create more robust loyalty programs. Under Armour purchased the MapMyFitness app in November 2013 for $150 million, and created the Under Armour Connected Fitness program, which now boasts 150 million members. In September, it created a partnership with Sports Authority that lets loyalty program members earn points by completing activities within the app.

For more:
-See this Digiday story

Related stories:
Sports Authority maps fitness to loyalty program
Zappos, MapMyFitness to tell runners when they need new shoes
Adidas acquires fit app Runtastic
Nike e-commerce up 70% last quarter
Nike uses real-time mobile data to predict when to send ads

Suggested Articles

Costco changes up its menu items, and Alibaba and Guess partner for a physical store.

Janey Whiteside, Walmart's new chief customer officer, is well acquainted with the importance of customer service in modern retail.

Whole Foods will offer deals on Amazon's Prime Day, and tariffs against China are causing pricing hikes.