Scranton Running Co. is racing orders to customers' homes this month.
The specialty store, which sells athletic footwear, apparel and accessories at the Electric City Plaza near Memorial Stadium, is delivering products to some patrons' residences on the same day of orders until Jan. 31. The promotion started Jan. 2 and is limited to a 15-mile radius from the store.
"One of our core values, core goals, is to offer people exemplary service," sales manager Justin Sandy said.
"We are just trying to take our service to a different level," store co-owner Matt Byrne said. "It gives the perception that we are going the extra mile."
Response so far has been muted, company officials admit, but the effort taps into an emerging retailing trend.
Amazon, the online merchandising giant, and Wal-Mart, the world's largest retailer, sampled same-day delivery guarantees in selected major markets during the recent holiday shopping season. Amazon is spending billions to construct a nationwide network of warehouses toward an express-delivery goal.
The objective is convenience and quick gratification, said Howard Davidowitz, a New York retail consultant and investment banker.
He thinks Scranton Running is pursuing the right path.
"Even though these guys are small independents, I think they are pushing the right buttons," Mr. Davidowitz said. "It's a good thing. Everyone in different forms is trying to do something like this."
The idea at Scranton Running surfaced in response to the cyclical life of retailing. Sales in January and February predictably slump after consumers indulge in a holiday-season spending spree.
"It's a way to drum up some business," Mr. Sandy said.
The company typically makes one run of deliveries for a given day and will send multiple colors and sizes of products to suit customers' needs, said Mr. Byrne, the winner of three Steamtown Marathons, including the 2012 race.
The response from regulars was surprising.
Although customers hailed the home-delivery option, they actually prefer the in-store experience, Mr. Byrne said.
"It's been a good realization that people like being here," he said.
Scranton Running makes the deliveries as a courtesy and absorbs the expenses. The sales justify the effort, Mr. Sandy said.
"Generating some margin is better than generating no margin," he said.
The promotion probably will end when February begins.
"We are still figuring it out," Mr. Byrne said. "We do get really busy in March."
Contact the writer: jhaggerty@ timesshamrock.com