Athletic retailer The Finish Line is all about creating memorable customer experiences.
As a result, The Finish Line has partnered with PUMA to launch its latest customer experience enhancement–the PUMA edge at Finish Line.
The Finish Line will open 10 initial PUMA experiences within targeted retail locations across the country and online at FinishLine.com in August. The experience includes expanded product offerings with a unique approach to marketing and content creation designed specifically to connect the PUMA brand to the Finish Line consumer.
The shop launches will be supported by several digital and social media initiatives including digital paid media, email marketing with a mobile focus, geo-targeted Facebook and Twitter posts as well as blog and website placements.
Jeff Morrell, Senior Vice President and General Merchandise Manager at The Finish Line, told Loyalty360 that the partnership with PUMA stems primarily from shared insights surrounding a mutual Finish Line and PUMA customer.
“Through the new PUMA Edge at Finish Line, you’ll see an elevated product offering and shopping experience which was delivered specifically for this customer,” Morrell explained. “The PUMA Edge at Finish Line experience was designed with this specific customer in mind. With a top-down approach to the shopping experience, beginning with the customer relationship and how they view PUMA product at Finish Line, we created a blend of performance and style.”
Morrell explained that the key to The Finish Line’s customer engagement strategy is to ensure a consistent customer experience, whether it’s digitally or in-store.
“It’s about creating seamless, frictionless touch points for the customer,” he said.
Finish Line and PUMA will host three VIP events in targeted markets including Philadelphia, Atlanta and southern California to help elevate the launch of the new store experience. The company will invite Winners Circle loyalty program members and influencers for both Finish Line and PUMA located in those selected areas to attend and receive the first view of the shops.