Finish Line reboots Winner’s Circle loyalty app

Dive Brief:

The Finish Line launched its revamped Winner’s Circle loyalty application, which beefs up its personalization and eases checkout.
The automatic upgrade, which is rolling out to the 10 million-plus customers who already downloaded the app, includes a curated “inspiration” feed, tailored product recommendations, access to upcoming product releases and improved checkout options. The retooled Winner's Circle also incorporates in-store beacon and geofencing technology to launch tailored offers and in-store opportunities based on customer preferences.
In addition, Winner’s Circle users may browse Finish Line’s entire product assortment, buy directly through the application, access status updates, view rewards and check out exclusive “Finish Line Live” streaming video events.

Dive Insight:

Finish Line’s turnaround strategy has been marked with troubles: The company has struggled with falling sales, underperforming stores, and troubles from supply chain upgrades that at first seemed to make matters worse. Finish Line closed 24 stores last year and plans another 15 to 20 closures this year; it also sold its unprofitable JackRabbit running-shoe business in January for $0.

Finish Line's efforts to improve its inventory have also stumbled. “The merchandise mix is disappointing given the work Finish Line has put into collaborating with its brand partners to develop an on-trend product,” GlobalData Retail managing director Neil Saunders said in an email to Retail Dive. “Higher profile marketing and the refurbishment of some stores accompanied these efforts, and are all designed to improve the image of Finish Line and allow it to support higher price points. [But] Finish Line has much more work to do in shifting its brand perception."

Finish Line CEO Sam Sato last month told analysts that the retailer is finally getting a handle on things, with its supply chain needs settled and refurbished stores paying off. The new Winner's Circle app could also improve its fortunes, in part by providing early access to new product launches, which can be key in the sneaker world.

“As we continue to define and refine the brand experience to inspire our customers and encourage them to engage with us, timeliness and relevancy are critical factors,” Danielle Quatrochi, Finish Line senior vice president of digital customer experience and innovation, said in a statement. “Our latest iteration of the Winner’s Circle app gives us a unique competitive edge via the introduction of several app features not currently offered within the retail industry — complete with a truly frictionless shopping experience right in the palm of your hand."