Footwear may be a crowded retail category, but Finish Line sets itself apart from the pack by delivering on their promise of the “epic finish”—desirable and high-quality products, a positive experience, and transparency at every step of the way.
SVP of Customer Experience and Innovation Danielle Quatrochi says, “We have to really think about how to differentiate ourselves in the marketplace because our consumers can choose to buy their shoes anywhere. We want to build an emotional connection with our buyers, and to do that we need to understand what they’re interested in and how they want to shop.”
“Narvar helps make purchases easier for our consumers. It helps us be more transparent and lets our customers really get to know and trust us. And that keeps them coming back.”
Danielle Quatrochi, SVP of Customer Experience and Innovation at Finish Line
The Challenge: Giving customers what they expect post-purchase.
Finish Line’s customers love the brand because it’s authentic, transparent, innovative, and relevant. When Quatrochi first started out with the company, she wanted to extend that positive reputation beyond the buy button: “Once we looked under the hood, we saw that over 50% of customer care interactions were from buyers who didn’t know where their order was. We knew we needed to improve to better meet customer expectations and we saw this as an opportunity to improve their overall journey.”
Quatrochi’s ultimate goal was to help the brand take the post-purchase experience into their own hands, and make order tracking as seamless and easy as possible. By improving the way customers could track their shoe orders from warehouse to doorstep, the Finish Line brand could inspire more trust and enjoy more repeat purchases.
The Solution: Narvar helps Finish Line close the loop to deliver the optimal customer journey.
Quatrochi wanted to partner with Narvar because she knew that Narvar Track could provide a more transparent experience for Finish Line’s customers with its accurate estimated delivery date (EDD) and up-to-date tracking information. And it didn’t take long to win over the rest of the Finish Line team once she articulated how it was all for the sake of the customer: “Once everyone understood how this would impact the customer, we aligned pretty quickly on priorities and resources. Our focus at Finish Line is finding opportunities to surprise and delight so that we can build emotional connections with our customers. Narvar’s tracking technology proved its potential to support that connection.”
Our focus at Finish Line is finding opportunities to surprise and delight so that we can build emotional connections with our customers.
SVP of Customer Experience and Innovation at Finish Line
After implementing Narvar Track to help customers stay updated throughout the post-purchase journey, the team quickly began to see tangible results. Within just the first six months after implementation, the Finish Line team saw:
- 25% CTR (click-through rate) on tracking pages back to the Finish Line website. 88% of those people are coming via mobile.
- Traffic from the tracking page is converting at 1%—on par with Finish Line’s mobile conversion rate across the board.
- An average of 6.2 branded tracking page visits per online order—2x higher than the Narvar average. That means each time a purchase is made, the buyer interacts with the brand 6.2 times more than they otherwise would.
- 17.6% opt-in rate for SMS updates, giving Finish Line the chance to easily connect with and update their customers via mobile.
But for Finish Line, the benefits go well beyond the stats: “Narvar helps make purchases easier for our consumers,” says Quatrochi. “It helps us be more transparent and lets our customers really get to know and trust us. And that keeps them coming back.”