The Finish Line’s Winners Circle loyalty program has been highly successful, so much so that company officials wanted to enhance the customer experience with the launch of a new app.
The Finish Line’s new mobile app is aimed at providing services and conveniences that reward Winners Circle loyalty program customers with points and loyalty perks.
Available as part of the athletic retailer’s mobile commerce platform, the new Winners Circle customer loyalty app reinforces brand interactions, improves customer service and sales, and also provides timely information about customers’ favorite product releases.
“Our Winners Circle members are an important part of our customer base,” Danielle Quatrochi, Finish Line’s Vice President, Digital told Loyalty360. “As we continuously look for ways to enhance the customer experience, the new Winners Circle app was a natural progression of the program. The free app provides new perks, tools and resources surrounding our product line which leads to a more meaningful and enlightened shopping experience–right in the palm of their hands. The Winners Circle app further supports our efforts to be where the customer wants us to be for easy access to Finish Line whenever and however the customer chooses to interact with the brand.”
Quatrochi said the Winners Circle loyalty program provides insight to customer preferences, which assist with business decisions to ensure the best choices are made for the customer.
“This information significantly shaped our new Winners Circle app as we looked for ways to improve customer 
service and cater rewards for brand loyalty,” Quatrochi explained. “The app reinforces brand interaction and connects the dots between the in-store and online Finish Line shopping experience with our social content. It all comes back full circle to better serving our customer’s wants and needs.”
The Winners Circle app includes features for customers such as:
Rewards
Get up-to-date information on Winners Circle points and direct access to rewards. Customers can scan rewards or coupons in the store directly from the app or use them online.
Message Center
Keep an eye on exclusive offers, hot releases, and local events with the message center.
Account/Order Tracking
Track orders and check order history from anywhere. View Winners Circle points history. Manage a Wish List and share it socially. View and scan a Winners Circle card and edit the online customer profile quickly and easily.
Product Scan
Scan the bar code on a product in a Finish Line store and read information on that product to make the shopping experience even better.
Release Dates
Stay on top of things and never miss a new shoe release with this feature. It includes a calendar of the releases complete with photos and details of the shoes.
Store Locator
Simply open the store locator feature and the closest stores will show up, including the store’s address.
Finish Line teamed with IBM and IBM Business Partner PointSource on the app’s development.
The new app is an important component of Finish Line’s strategy to deepen the understanding of the customer, inform enterprise decisions and encourage loyalty and sales, and incorporates the in-store sales associate in the overall customer engagement. For example, using geo-location technology, customers can get push notifications and information about nearby stores including real-time visibility into inventory to determine if a specific item is in stock and available for purchase. The app also enables customers to make purchases directly from the store’s website no matter where they are.