Finish Line launches customer loyalty app

Finish Line (NASDAQ:FINL) announced a new customer loyalty app. In partnership with IBM and PointSource, shoppers will now be able to get points and loyalty perks through the retailer's Winners Circle loyalty program.

As part of the athletic brand's mobile commerce platform, the loyalty app reinforces brand interactions, improves customer service and sales and provides information on 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."

In store, customers with the app can use their phones to scan rewards or coupons and use them online or in a brick-and-mortar. Shoppers can also use the app to scan bar codes and, in return, get information on the product.

Whether in store or at home, the app features a message center with exclusive offers, local events and new product release information. The app can also serve to track orders or check a customer's order history and serve as a store locator.

The new app is part of Finish Line's strategy to deepen the understanding of the customer and encourage sales through loyalty. Specifically to push engagement, the geo-location technology can push notifications and information about nearby stores including real-time visibility into inventory to determine if a specific item is in stock. In addition, shoppers may now purchase directly from the store's website no matter where they are.

"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," Rodney Bryant, retail expert and consultant, 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."

Finish Line had a strong beginning to fiscal 2015. The company nearly doubled its first quarter profit thanks to strong online sales and performance at Macy's (NYSE:M) stores. Finish Line began rolling out shop-in-the-store shoe departments in about 450 Macy's stores in 2013.

*This story originally appeared in FierceMobileRetail's sister publication, FierceRetail.

For more:
-See this IBM press release

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