First step: evaluating your foot and watching you run. They put you on a treadmill in the shop and watch the way you run and how your foot strikes. Then they start bringing out shoes for you to try, and each time you get back the treadmill and test out the shoe. The guy we worked with was knowledgeable and very helpful, and sent me out the door with the first pair of non-Asics running shoes I've owned in twenty years!
They also offer classes, custom bike fitting, and 10% everything you purchase after your first purchase. They had clothes too, but I was so excited about the sneakers that I didn't even look at anything else. I [heart] Jack Rabbit Sports!