No not just "any store" can do a proper fitting. Seriously.

For years I bought running shoes based on what looked cool and what was well advertised and I always had problems with my shins and knees. Last year when I decided to give triathlons a shot I stopped into a local shop and within a few minutes the guy told me I was wearing the completely wrong shoe. He switched me to some Pearl Izumi shoes and within a few days of using them I actually started feeling better. I never changed my running style in all of this as I was comfortable with my mechanics, which he also agreed with, I just changed the shoes. In no time the shin and knee pains healed up and I give all the credit to the right shoe.

Worth the $$ to at least go in at least once. I'm frugal so I bought my next pair of shoes through runningwarehouse.com using the info I gained through my visit to the local store, but I still tell folks they should go in and get the adice from the pros. Once again, it is worth the coin.