Glenn Lyon, Chairman of the Board and CEO of The Finish Line, never wavers from the company’s commitment to the customer, to customer engagement, and to creating a seamless, memorable customer experience.
The Finish Line’s Winners Circle loyalty program has been highly successful, so much so that company officials enhanced the customer experience with the launch of a new app last year. During the company’s June 26 first-quarter earnings conference call, Lyon focused on deepening relationships with loyalty program members.
“Beginning with customer engagement, we have and will continue to deepen the relationship with our Winners Circle members by using additional CRM technologies and communication capabilities,” Lyon explained, according to Seeking Alpha. “We have accelerated our investments and capabilities to be more relevant, more timely, and more personalized taking into account our members’ preferences and shopping behaviors when developing communications and experiences. With our enhanced CRM capabilities, we will continue to focus on incremental purchases and increasing the frequency of customer interactions by delivering the product our customers want in a more seamless and integrated manner. Serving our customers and enhancing customer engagement includes both our digital and brick-and-mortar channels. They both play an important role in this critical function of delivering a true omnichannel experience.”
Lyon said the company’s omnichannel capabilities “we have invested in over the past several years have put us on a new playing field when it comes to connecting with our customer whenever, wherever, and however they choose to engage with The Finish Line.”
Lyon clarified that that the company is “100% committed” to brick-and-mortar with the goal of having optimal number of stores to efficiently meet the current and future needs of our customers.
“Technology is helping us to improve this critical component of our success,” he explained. “We are committed to providing a world-class shopping experience. While having on-trend merchandise assortments is paramount to achieving this goal, connecting supply with demand is equally important, our integrated store and digital network supported by our technologically advanced fulfillment capabilities allows our customers to see our entire inventory position in real time and select timely and cost efficient options for picking up or scheduling delivery of their purchase. In fact, our customer-centric infrastructure consistently achieves in excess of 90% fulfillment of all online orders within 24 hours.”