Finish Line Enhances Mobile-First Strategy with Updated App

Content Manager

The Finish Line is working on several initiatives aimed at driving traffic and conversion, including the recent update of its mobile app, executives told analysts on a recent earnings call.

“With the new mobile application, we can best leverage the strengths of each Finish Line customer test point in store, desktop, mobile and social for a more holistic approach that brings the total brand to the highest level,” said Finish Line Sam Sato.

Additional features of the app include a curated inspiration feed, tailored product recommendations and access to upcoming product releases. Finish Line’s Winners Circle rewards program customers can access status updates, rewards and streaming video events.

“A new shop feature also allows customers to browse Finish Line’s full product assortment and seamlessly make purchases directly through the application,” said Sato. “Future releases will incorporate in-store beacon and geo-fencing technology to launch tailored offers and in-store opportunity based on customer preferences.”

Sato said, with Finish Line’s strategy right now being mobile first, the app will help build on the strong trends in mobile the retailer is experiencing.

“In support of the customers’ expectation of a personalized, fast and consistent experience anytime and from anywhere, we will create and launch initiatives that deliver on these expectations in the short term while building a scalable solution for the ever-changing retail landscape,” said Sato.

Finish Line is also enhancing its infrastructure and integrations to better leverage customer data. It is focusing heavily on increasing levels of personalization across all marketing channels, placing relevant content and offers in front of customers wherever they are and whenever they are ready to shop.