Commercial Construction & Renovation

JAN-FEB 2014

Commercial Construction & Renovation helps our subscribers design, build and maintain better commercial facilities by delivering content to meet the information needs of today's high-level executives.

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on your mark... 26 CommerCial ConstruCtion & renovation — January : February 2014 What's driving the growth? Finish Line's commitment to investing in its people, systems and channels is strengthening its brand partnerships. The result is a plethora of choices for the customer from a product standpoint and how they choose to interact with the brand. What markets are you targeting? One of the most exciting aspects of our venture with Macy's is ac- cess to their predominately female consumer base. This demograph- ic has historically been underserved by Finish Line. We're gaining new insights into taste, brand preferences and size information as we continue to evolve our offerings to satisfy the needs of this new target audience. Walk us through your construction strategy. Finish Line's construction strategy begins frst and foremost with the customer. As we consider potential projects, we also review the locations to understand the customer's expectations of Finish Line in that market. Once we determine where our projects will occur, we have cross-department representation review each one. The committee will then make recommendations on how we can best present the Finish Line brand to customers and drive sales. Based on those recommendations, we launch the project. Talk about your refresh strategy. We continue to reinvest in our stores to ensure the customers' expectations of Finish Line are met, as well as to stay on trend with retail industry standards. Currently, we complete anywhere from 25-75 refreshes annually. We're constantly exploring new materials, products and designs for our stores to further heighten the premium experience customers have grown to associate with the Finish Line brand – whether it's enhanced in-store lighting, new display fxtures, the presentation of product or putting mobile POS devices in the hands of our associates. What are some of the lessons these tough economic times have taught you? Our business is not affected as much as other businesses because of factors that we cannot control like the economy. Regardless of economic times, we focus on fostering a culture of innovation to stay ahead of consumer demands. "Our internal data shows more than half of Finish Line customers have multiple points of contact with us before purchasing, which means the typical shopping experience no longer exists." CCR-JanFeb.14_991-.indd 26 2/7/14 2:02 PM

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