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Take your current shoes with you to the shoe fitting, so that you can (a) see how your feet are moving with them on and (b) find a new pair that do the same thing, assuming that what they are doing is all good.
If I'm in the market for a new pair of shoes and not just simply buying another pair of the same thing (fcuk you, Nike, and your totally redesigned Zoom Elite!) I tend to go to my local Runner's Need, not because they're particularly experts on gait analysis, but because I can try the shoes on, wear them for a quick bash on the treadmill, AND they will price-match an online retailer. (I even bought my last Garmin this way, price-matching evil Amazon. Yay!)
Then it's back to internet bargains and TK Maxx (seriously worth keeping an eye out) for repeat purchases of the same shoe. Current favourite: Brooks Defyance, £30 from Start Fitness a few months ago.
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PhilPub
@Cupcakes
Thanks @Pifko @dst @Greenbank @HatBeard some good advice there.
I hadn't realised there were shoe fitting services! I actually haven't bought running shoes since 2007, and then it was in the states. That said, since then I have been slowly wearing out my current shoes (Saucony Trigon 4 Guide) and have no complaints, so perhaps I will try to get something similar to them. Whatever they are, I have no idea. :)