Finish Line Supercharges Cross Channel Strategy with Mobile
Framingham, MA, September 20, 2011 – Starting with the launch of its mobile site last year, Finish Line, a $1.2 billion retailer, has continued to execute a comprehensive, cross-channel strategy for mobile aided by solutions developed by Unbound Commerce.
David Seifert, vice president of e-commerce marketing for Finish Line, explains the business driver. “Finish Line targets the youth market, ages 18-29, and mobile is essential for reaching these buyers. Already, the younger end of this group uses internet on mobile far more than PCs.”
At the end of 2009, Finish Line noted that 3% of its site visitors were using mobile phones. “Our first priority was to provide a better experience for our customers who wanted to use mobile for the services our site provides. ‘Pinch and zoom’ isn’t what we were looking for,” said Roger Underwood, senior vice president of e-commerce operations.
Customers quickly embraced the new site. “Mobile usage tripled once we launched, and now stands at 14% of our website traffic,” according to Underwood.
These early results don’t include the ways that the mobile site drives cross-channel benefits for Finish Line. “We’ve designed mobile to be a sales catalyst for all of our businesses: online, stores and even the call center,” said Underwood. For example, on the advice of Unbound Commerce, Finish Line put Click-to-Call buttons on their mobile product pages, alongside the Add-to-Cart button. Buyers are making that call. “We are very pleased, and even a little surprised, at the value of our mobile site as an on-ramp to our call center,” Underwood reported.
Finish Line’s biggest business is its network of 647 retail stores, throughout the U.S. The stores factor prominently into Finish Line’s mobile service strategy. Store-related features on the mobile site designed to benefit store shoppers include Store Locator and Product Review look-up. A new feature, In-Store Pick-Up, gives customers the convenience of using mobile to find and purchase the shoes they want, combined with the immediate gratification of getting them today at a nearby store.
Miles of Aisles
Finish Line recently launched its new app for iPhone and Android. The app was designed especially to support the store business, by extending a store’s aisles to shoppers who are miles away. The app uses geo-tracking to identify the nearest stores and provides real-time product inventory, letting buyers shop a nearby store’s selection without having to drive to the mall. The app has had tens of thousands of downloads in the first months of availability.
New Points of Sale
“We’ve only scratched the surface of the potential for mobile,” said Seifert. “The most exciting part is that it provides new opportunities to connect with buyers in new settings. With transactional QR codes or SMS, mobile opens up new ways to let the store come to our buyers.”
Why Unbound Commerce?
Finish Line partnered with Unbound Commerce to deploy its mobile solutions. “Finish Line wants to push the curve, using mobile to gain an advantage for our business. Unbound has been the perfect partner to do this with,” according to Underwood. “We knew the goals we wanted to achieve with mobile, and Unbound brought the expertise to get it done. Their technology provided the best way we found for extending our existing e-commerce operations into the mobile realm.”
About Unbound Commerce
Unbound Commerce is the #1 provider of mobile commerce solutions, chosen by more retailers than any other. (Internet Retailer 2011 Mobile Commerce Data Book) Unbound’s solutions are designed for retailers who want to maximize their revenue from their smartphone customers, using the best mobile and social techniques and tools available. Unbound solutions provide a full range of integration options for leveraging the e-commerce assets already in place. For additional information, please visit us at www.UnboundCommerce.com.