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Finish Line upgrades mobile capabilities


Finish Line and IBM have created a new mobile app to enable the operator of more than 1,000 athletic footwear and apparel stores to fulfill its omnichannel vision.

Finish Line said the new app is focused on providing services and conveniences that reward its Winners Circle loyalty program customers with points and perks, reinforce brand interactions, improve customer service and sales and also provide timely information about customers’ favorite product releases.

“We closely examined the needs of our customers and created features within this app that make it easy for them to keep tabs on their Winners Circle points, rewards and special offers,” said Danielle Quatrochi, Finish Line’s vp of digital. “This app enhances our customer experience as another omnichannel resource, especially for those who shop us regularly. We’re excited to offer them details that assist in the decision making process right from their smartphones.”

The new Winners Circle app allows customers to check points, receive messages on new product releases, track online order, share socially and scan product codes in store and locate stores. The release date feature is noteworthy in the fashion driven athletic footwear world because it includes a calendar of when products will become available along with photos and details of the shoes.

Finish Line teamed with IBM Business Partner PointSource on the app’s development which was designed using the IBM MobileFirst application development portfolio. Finish Line’s mobile solution is the first to use SoftLayer and Xtify, part of the IBM ExperienceOne portfolio, to provide cloud-based access to the IBM MobileFirst portfolio and a personalized notification strategy.

“Leveraging mobile clearly brings value to the Winners Circle rewards program, particularly when you consider that many shoppers actually look for offers on their mobile devices while they're in the store," said Rodney Bryant, a consultant with IBM Global Business Services. “The collaboration with Finish Line and PointSource creates greater insight into consumers’ purchase patterns and shopping preferences to be able to improve and personalize interactions at every touch point."

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