12 Must-Know Merchandising Secrets to Boost Your Running Specialty Store Sales

Looking for proven ways to elevate your running specialty store’s shopping experience and increase sales? You’re in the right place. This post is inspired by a collaborative Confluence Running company-wide training on merchandising, moderated by Jason Gilbert, where more than two dozen team members from five New York State locations shared their hands-on insights. By blending real-world experiences with practical tips, we’ve curated a powerful set of strategies to help you showcase products in a fresh, compelling way—whether you’re focusing on footwear, apparel, or must-have accessories.

From nailing the basics of keeping displays stocked to exploring interactive elements that turn casual browsers into enthusiastic buyers, every tip we’ll cover is designed to keep customers engaged and coming back for more. Ready to see your store transform into a hub for runners of all levels? Dive into these 12 merchandising secrets and discover how to make your retail space shine.

1) Proper Apparel Sizing

Maintaining an orderly apparel section might sound basic, but it’s one of the easiest ways to elevate your store’s presentation and create a seamless shopping experience. As Jason mentions, keeping items in size order—from front to back—can save customers from the frustration of rummaging for the right fit. In bigger retail environments, it’s not uncommon to see sizes mixed together, making it tedious for shoppers to find what they need. Since running specialty stores tend to be smaller, you have the advantage of curating a tightly organized apparel display that’s both visually appealing and customer-friendly.

One straightforward method is to arrange hangers so that the smallest sizes appear at the front of the rack, gradually moving toward the largest sizes at the back. This logical flow helps customers zero in on their sizes instantly. Additionally, you can place visible size markers (e.g., “2, 4, 6, 8”) on the rack or hangers to further streamline the browsing process. Clear labeling not only aids shoppers but also serves as a quick reference for your staff when restocking inventory.

Hanger consistency is another crucial detail that often goes overlooked. By orienting all hangers in the same direction (imagine forming a question mark), you ensure a uniform and polished look. This small step makes it easier for customers to flip through items and creates a more cohesive shopping experience. When your store appears neat, well-organized, and attentive to detail, it conveys a sense of quality that encourages customers to linger—and ultimately make a purchase.

2) Footwear Sizing Merchandising

Footwear is often the centerpiece of a running specialty store, so keeping shoe displays well-organized is paramount. Much like the apparel section, footwear should be merchandised according to size order, whether shoes are hanging on a display rack or stored in boxes on the floor. As Jason notes, shoppers sometimes prefer to browse on their own before asking for assistance, and a neatly arranged size run—such as 7, 8, 9—makes it far easier for them to find the perfect fit without sifting through a messy pile of mismatched shoes.

Even if you don’t have a large shoe selection on the floor, the principle remains the same: consistency and clarity go a long way. If you have OOFOS or other specialty shoes hanging on hooks, place them in ascending size order as well. This approach immediately cuts down on customer confusion and ensures that popular sizes are easy to locate. Additionally, consider using simple labels or placards indicating size categories so that both customers and staff can see at a glance where each size is located.

Lastly, don’t forget to maintain cleanliness and visual appeal. Keep your shoe display shelves wiped down, free of dust, and replenish any missing display pairs promptly. Ensure that brand-new releases or popular styles are given premium placement, and that any returns or worn-looking shoes are moved off the main display. When your footwear wall is organized by size and showcased with a clean, vibrant look, it not only enhances the shopping experience but also boosts customer confidence in your store’s expertise.

3) How to Hang Apparel Hangers Properly on Consistent Fixtures

Consistency in how you hang apparel may not seem like a “make or break” factor, but it can significantly enhance your store’s overall look and feel. When all hangers face the same direction, customers find it easier to remove items and re-hang them without snagging or tangling. It’s a small but impactful detail that signals you care about organization and user-friendliness—values that running enthusiasts will appreciate.

Another key point is using the same style of hangers whenever possible. If your store’s inventory expansion or special events have resulted in a hodgepodge of hangers, try to regroup them by color or style within individual sections or racks. For example, if you have gray hangers in one area and red hangers in another, keep them separate but consistent throughout each display. This approach provides a cohesive, professional look—even if you can’t outfit the entire store with identical hangers just yet.

Uniformity can also extend to the fixtures or “pictures” you use to hold hangers. If you can’t make them perfectly identical throughout the entire store, aim for consistency within a specific wall or rack display. This subtle uniformity helps guide the customer’s eye and improves the overall shopping flow. Plus, it underscores that you’ve paid attention to every detail, enhancing customer trust in both your product selection and store operations.

Finally, remember that a well-organized fixture isn’t complete unless it’s fully stocked. Keep your displays as full as possible, showcasing a robust assortment of products. This ensures customers feel they’re seeing your best and most extensive offering. By combining consistent hangers, matching fixtures, and a well-stocked display, you create a polished retail environment that invites runners to browse, try, and buy with confidence.

4) Banish Product Gaps: Keep Your Displays Full and Inviting

One of the quickest ways to lose a sale is by having half-empty displays or glaring product gaps. As Jason explains, keeping your displays fully stocked signals to customers that your store is well-organized and up-to-date. Take the example of Goodr sunglasses: it’s easy to sell one pair from the display and forget to replace it, leaving an empty slot that looks neglected. To avoid this, consider implementing a system where you sell extras or back stock first, ensuring the main display always looks full. If an item does sell out, reposition the remaining pieces to fill any open spots—this subtle shift helps the display appear intentional and complete.

Back stock organization also plays a significant role in keeping displays full. If your store carries extra inventory in the back, make sure it’s neatly labeled and easy to access. When popular items run low on the floor—whether it’s sunglasses, CURREX insoles, or a best-selling T-shirt—you can quickly replenish them without fumbling through piles. However, be mindful not to over-clutter your sales floor. Striking a balance between having enough merchandise on display and avoiding overcrowded racks makes the store feel more inviting and easier to navigate.

Finally, an organized system for restocking helps you stay on top of inventory levels. If every item has a designated place—both on the floor and in the back—you’ll know exactly when you’re running low and need to reorder. This proactive approach ensures that you never miss a sale due to out-of-stock products and keeps your customers happy by offering a consistent, visually appealing selection every time they visit.

5) Create a Warm Welcome: Maximizing Your Store’s “Landing Area” or “Decompression Zone”

Your store’s entrance, often referred to as the “landing area” or “decompression zone,” is the first impression customers have of your running specialty store. This crucial space sets the tone for their entire shopping experience—if it’s tidy, well-lit, and inviting, people are more likely to explore the rest of your products. In contrast, a cluttered or disorganized entrance can turn potential customers away before they even see what you offer.

When setting up this landing area, focus on creating a warm, welcoming vibe that accurately reflects your brand. Start by ensuring the space is clean and organized; this might involve neatly folding any apparel displayed on tables (if your store carries such items), updating seasonal signage, or showcasing a featured product that represents your store’s identity. Even the smallest details—like consistent hangers or creative focal points—contribute to a cohesive, polished look that immediately tells customers what you’re all about.

Don’t underestimate the power of little touches. Consider what hangers you’re using for new items in this space, the direction they face, and how folded apparel appears on any display tables. These details might seem minor on their own, but together they create a sense of intentional design and professionalism. When customers step into a tidy, thoughtfully arranged landing area, they’re more inclined to explore deeper into the store—ultimately leading to a smoother shopping experience and higher sales.

6) Let Your Windows Speak: Eye-Catching Displays That Draw Customers In

Window displays are your silent sales team—working around the clock to pique the curiosity of passersby and entice them into your store. However, there’s a fine line between catching someone’s eye and overwhelming them. Keep your front windows inviting but not overly cluttered, allowing onlookers to quickly absorb your brand aesthetic and current promotions. Whether you showcase seasonal décor or a selection of best-selling gear, make sure each element is purposeful and visually engaging.

In some areas—like the Gaffer District in Corning—local organizations may assist with decorating, but you still have plenty of creative license to make the final display pop. For instance, if you’ve been provided with seasonal elements such as sunflowers or autumn leaves, feel free to add your own touches, like featured running shoes or eye-catching apparel. This balanced mix of thematic and product-driven details encourages potential customers to step inside and learn more about what you offer.

Ultimately, window displays shouldn’t feel like a chaotic backdrop. Instead, they should offer a compelling sneak peek into your store’s atmosphere and product range. By swapping out decorations regularly and keeping the scene tidy yet attention-grabbing, you’ll invite customers to see what else lies within—leading to increased foot traffic and higher sales conversions.

7) Keep It Fresh: Changing Your Mannequins to Drive Seasonal and Add-On Sales

Mannequins are powerful, silent brand ambassadors that showcase your products in action—whether they’re positioned in a high-traffic storefront window or inside a quieter area of the shop. Even if your location doesn’t see a lot of walk-by foot traffic, well-dressed mannequins can still make a big impact. They serve as visual guides for customers, showing them how to pair tops, bottoms, and accessories for a complete look. As a bonus, mannequins that feature coordinating items often inspire shoppers to purchase the entire outfit, boosting both individual ticket size and overall sales.

To keep your mannequin displays relevant, switch out their outfits as the seasons change. Staying ahead of seasonal shifts is key: if warmer weather is around the corner, start featuring light jackets and short-sleeved shirts sooner rather than later. Customers may be planning ahead for races or events, and spotting the right gear early can encourage them to shop now instead of waiting. The same principle applies to cold-weather transitions—bring out your thermal layers, hats, and gloves before the first temperature drop hits.

Finally, don’t be afraid to add creative or interactive elements around your mannequins. Consider a fun mirror display that poses a question like “Who’s ready to hit the trails this weekend?” and surround it with the perfect outfit and gear. This invites customers to envision themselves in the scene and makes it easy for them to grab each piece of the mannequin’s ensemble—right down to the socks or jewelry. By consistently refreshing your mannequins and adding playful touches, you create a sense of excitement, keep foot traffic flowing, and encourage add-on purchases.

8) Inspire Complete Looks: Showcasing Full Outfits to Boost Add-On Sales

When customers can see how a sports bra, leggings, and shirt work together as a cohesive outfit, they’re more inclined to purchase all three. As Jason notes, a customer shopping for his wife picked up an entire Vuori ensemble simply because it was presented as a ready-to-wear set. This “This Could Be You” approach encourages shoppers to visualize themselves (or a gift recipient) wearing the full outfit—often leading to increased sales and higher average transaction values.

To pull this off effectively, ensure each element of a displayed outfit matches in size. If the mannequin or hanger display features a small shirt, then the leggings and sports bra should also be small. This eliminates disappointment for customers who fall in love with the overall look and want that exact combination. Otherwise, a mismatched-size set could derail the sale entirely.

By strategically grouping complementary pieces—whether on mannequins, wall fixtures, or hanging displays—you take the guesswork out of styling. This tactic appeals to busy shoppers who appreciate the convenience of a pre-curated look and encourages them to buy multiple items at once. It’s a simple yet powerful way to elevate the in-store experience and drive repeat purchases.

9) Elevate Your Footwear Wall: Keep It Clean, Fresh, and Full of Color

Footwear is the crown jewel of most running specialty stores, making your shoe wall one of the most critical areas to merchandise. While you might naturally think of apparel or accessories first, your footwear display should receive just as much attention—if not more. Here are five essential tactics to keep your wall looking its best:

1. Fill Every Slot
   Much like other displays, an empty spot on the shoe wall can signal disorganization or limited inventory. Even if you pull shoes from the wall to help a customer, make sure you replace them promptly. If a style is discontinued or on sale, swap in the updated model to maintain a comprehensive, up-to-date selection.

2. Consistency Is Key
   Aim for uniformity in how you display men’s and women’s shoes—such as placing the left shoe for men’s models and the right shoe for women’s. If you spot them reversed, correct it to keep the wall looking polished and intuitive.

3. Tie and Tuck Laces
   Loose or dangling laces can make your display appear messy. Take a moment during slower times—or whenever you’re helping a customer—to tie and tuck laces neatly. Also, pay attention to shoe angles; a twisted or tilted shoe can disrupt the overall visual appeal.

4. Use Color to Capture Attention
   Don’t fill your wall with only neutral shades. Even if bold or bright colors aren’t your top sellers, they grab shoppers’ eyes and make the display look vibrant. You can always offer alternative colorways if a customer loves the style but prefers something subtler. Rotating out colors seasonally—like swapping in deeper, richer hues for winter—also prevents the wall from feeling stagnant.

5. Stay One Step Ahead
   Keep track of new models and seasonal releases to ensure your wall remains fresh for returning customers. If people see the exact same colors and styles every time they visit, they may assume nothing new has arrived—even if you’ve updated the inventory. Experiment with creative solutions when space is limited, such as placing a bench with performance shoes in a window, or adding small signs to highlight categories like trail shoes.

By taking a proactive approach and maintaining a clean, colorful, and cohesive footwear wall, you’ll encourage customers to browse, ask questions, and ultimately find the perfect pair of running shoes. This attention to detail not only drives immediate sales but also helps foster long-term loyalty among runners who value both style and function.

10) Escape the “Tunnel Vision” Trap: Refresh Long-Standing Displays for a New Look

Retail tunnel vision occurs when staff members see the same layout so frequently that they no longer notice incremental or glaring issues—such as dusty shelves, older merchandise that never sells, or half-empty displays. This phenomenon can cause your store to feel stagnant, leading regular customers to assume that nothing new is available. To break free from this trap, start by literally changing your vantage point: stand at the entrance and pretend you’ve never seen the space before. From there, identify any “trouble zones”—areas that look bare, outdated, or cluttered—and make a list of quick fixes.

Next, consider rotating merchandise to inject a sense of novelty. You don’t need brand-new stock to make it seem like a fresh haul just arrived. If you have items that have been lingering in the same corner for months, move them to a high-visibility display or pair them with complementary products in a new space. Even something as simple as swapping the placement of accessories—like reflective bands or hydration packs—can grab attention. By shifting your layouts regularly, you’ll encourage repeat customers to rediscover sections they might have overlooked or stopped visiting.

Another tactic is to systematically update signage, color blocks, and props to reflect seasonal themes or emerging trends. For example, if you have mannequins or table displays, you can rotate them between seasons—adding warmer or cooler color palettes depending on the time of year. Introduce timely slogans or quick references to popular local events (e.g., “Spring 5K Ready” or “Marathon Season Must-Haves”). These creative visual cues keep your store looking active and modern, signalling that you’re consistently in tune with runners’ evolving needs.

Finally, tap into the fresh eyes of staff members who don’t work every day or who rotate among multiple locations. Ask them for feedback on what catches their attention upon re-entering the store. They might notice outdated decorations or disorganized racks that have become “invisible” to daily staff. By combining a shift in perspective with seasonal updates, regular rearrangements, and thoughtful signage, you’ll avoid retail tunnel vision and keep your store layout engaging—ensuring that both newcomers and returning customers experience your best, most current offerings.

11) Ignite Extra Sales: Strategically Placing Impulse Items to Engage Customers

Impulse items can be surprisingly powerful revenue boosters when placed where shoppers are most likely to notice them. Think about smaller, lower-priced products that people might grab on a whim—like scrunchies, reflective lights, safety gear, or seasonal socks. By positioning these quick-add items near the register or in high-traffic areas, you can spark last-minute purchases that add up over time. A customer might not walk in intending to buy an extra pair of turkey-themed socks, but if they’re right there at checkout, the festive novelty could seal the deal.

It’s also smart to display slightly higher-ticket impulse items—like Garmin watches or hydration packs—in areas customers naturally pass through, such as the path from the shoe section to the register. Even if these aren’t “grab-and-go” purchases, seeing them prominently often starts a conversation that can lead to a sale. If you only stock these products in out-of-the-way corners, many shoppers won’t even know they exist. But a prime spot near checkout or on a frequently traveled walkway can pique interest and make them consider adding to their cart.

Seasonal items, in particular, benefit from prime impulse placement. Whether it’s holiday-specific running accessories, limited-edition socks, or event-themed gear, you have a narrow window to sell these products. Placing them front-and-center maximizes visibility and urgency. Customers who see a fun holiday item by the register are more likely to add it to their purchase on the spot, rather than realizing later they missed the chance.

Finally, keeping a well-organized display of these products is crucial. Cluttered bins or disorganized shelves can discourage impulse buys. Label items clearly and keep them fully stocked, so each impulse section appears fresh and well-maintained. By curating a thoughtful mix of both small and slightly bigger-ticket add-ons—and showcasing them in strategic locations—you create an environment that naturally entices customers to grab one more item on their way out.

12) “The Gold Way”: Brainstorming Interactive Product Displays to Engage and Educate

Interactive elements in a retail setting do more than just fill space—they spark curiosity, foster connection, and keep customers busy and intrigued while they wait for assistance. As Jason suggests, giving customers “something productive to do” can transform passive shoppers into active participants in your store. Plus, interactive displays underscore the value and function of your merchandise. Below, we’ll explore some general ideas and then dive into 10 more brainstorming concepts you can adapt for your running specialty store.

Why Interactive Matters

• Keeps Customers Engaged: While you’re helping another shopper or fetching sizes, an interactive display can educate or entertain those waiting.

• Creates a Memorable Experience: Customers are more likely to remember (and talk about) a store that lets them test a product or discover a local running route.

• Drives Impulse Buys: When people understand a product’s benefits firsthand, they’re more inclined to purchase on the spot.

Store Examples

• Socks Display with Diagrams: A visual breakdown of how each sock is constructed (arch support, moisture-wicking fabric, etc.) encourages customers to pick them up and learn more.

• Race Board or Local Routes Map: A board listing upcoming races or showing local running routes can spark conversations about training, fueling, and gear needs.

10 Brainstorm Ideas for Interactive Product Displays

1. Community Photo Wall
   Create a photo wall showcasing real customers finishing races or group runs. Provide a small instant camera (e.g., a Polaroid) so shoppers can snap a photo in-store, pin it up, and share their running story. Incentivize participation with a small discount or store credit.

2. Seasonal “Selfie Station”
   Designate a section of the store with seasonal backdrops—like fall foliage or a summer 5K finish line—where runners can pose with new gear. Encourage them to tag your store on social media for added reach.

3. Mini Gait Analysis Station
   Beyond a full treadmill setup, consider a mini-station where customers can quickly learn about foot strike or arch type. Posters, infographics, or short video loops can guide them to the best shoe options.

4. Interactive Tech Wall
   For higher-end gadgets (e.g., Garmin watches, wearable heart-rate monitors), set up a small demo area with product videos, sample units for hands-on exploration, and simple how-to guides.

5. Map of Local Running Routes
   Print a detailed map of neighborhood running loops—particularly those used by local high schools or community clubs. Highlight difficulty levels and elevation gains. Bonus: If you can partner with someone to create 3D-printed elevation profiles, even better!

6. Route Recommendation Binder
   Keep a binder filled with laminated pages describing various routes, distances, and scenic viewpoints. Shoppers can flip through it while waiting for shoes or at checkout. It’s a natural conversation starter that establishes your store as a local running resource.

7. Accessory Testing Corner
   Clip blinking safety lights or reflective bands on mannequins or display racks so customers can see them in action. Let them try these items on and walk around the store to experience their comfort and visibility.

8. Build-Your-Own Race Kit
   Set up a table or shelf where runners can select from various running essentials—energy gels, water bottles, sweatbands—to create a personalized “race kit.” Include a small checklist they can fill out, ensuring they don’t forget anything on race day.

9. Seasonal Inspiration Board
   Post motivational quotes, upcoming race dates, and training tips on a corkboard or digital display. Invite customers to add their own quotes or race goals, fostering a sense of community and shared motivation.

10. Shoelace Tying Demonstration
    Provide a dummy shoe or foam foot stand where customers can learn quick-lace or runner’s knot techniques. Hang up step-by-step instructions, or offer short demos. This hands-on activity can reduce common shoe-fit issues and highlight add-on products like lace locks.

By weaving these interactive ideas into your store’s layout, you offer customers an engaging, educational, and memorable shopping experience. Whether it’s a local race board or a high-tech display for GPS watches, each element helps bring your products—and your store’s community spirit—to life. Ultimately, the more you invite customers to touch, see, and experience your merchandise, the more likely they are to leave feeling inspired, informed, and eager to come back.

Conclusion: Crafting the Perfect Retail Merchandising Experience

The foundation of successful retail merchandising lies in truly understanding your customer. Knowing what your customers are looking for, how they navigate the store, and which products drive sales allows you to create displays and layouts that optimize both the shopping experience and your bottom line. As Jason mentioned, identifying high-performing products and placing them in more visible locations can increase their success even further. However, this requires a solid understanding of your inventory, including back stock, seasonal items, and the unique features of your products.

Maintaining a clean, organized, and visually appealing store is key to setting yourself apart from competitors. In a world where piles of clothes and cluttered displays dominate many retail environments, offering a polished, curated experience immediately makes your store more inviting. Small touches, like tidy folded tables, consistent hanger displays, and seasonal updates, help create an environment that feels intentional and welcoming.

Balancing Creativity and Strategy

While a clean store is the baseline, creativity is what keeps customers coming back. Experimentation—whether it’s moving a product to a new location, adding interactive features, or refreshing long-standing displays—can bring a sense of novelty to regular shoppers. Not every idea will work, but that’s part of the process. Trial and error is essential in discovering what resonates with your customers. In fact, even small changes, like reorganizing a neglected display, can create the perception of new inventory and drive sales.

Engage Your Team and Your Customers

The best ideas often come from collaboration. Encourage your team to brainstorm, test new setups, and share their successes and lessons learned. By fostering a culture of creativity and adaptability, you empower your staff to take ownership of their store and its success. Additionally, involving customers through interactive features, community boards, or photo contests (as discussed during the meeting) deepens their connection to your store and creates memorable experiences.

Stay Dynamic, Stay Relevant

In retail, complacency is the enemy of success. Use quieter times, like the post-holiday season, to fine-tune your store layout, refresh displays, and plan for upcoming trends. Focus on creating a space that feels dynamic and updated, even to regular visitors. By doing so, you’ll ensure your store remains a go-to destination for your community, whether they’re gearing up for their next race or simply exploring new running gear.

As you move forward, remember that merchandising is as much about storytelling as it is about selling. Your displays, layout, and product placement all combine to create a narrative that connects with your customers. By continuously refining this narrative and aligning it with your customers’ needs, you’re not just selling products—you’re building a brand experience they’ll want to return to again and again.