Finish Line launches m-commerce site

Cambridge, Mass. The Finish Line has launched a new mobile shopping site, m.finishline.com. The m-commerce site is built on top of the e-commerce search and merchandising technology from Endeca, a provider of search applications, which already powers its website, finishline.com.

Deployed in conjunction with Unbound Commerce’s Mobile Presence software product, as well as additional technology partners from the Endeca Extend program, the new mobile site has helped Finish Line boost searches from mobile users and drive business originating from m.finishline.com to account for 3% of the company’s total online sales.

In May, 8% of Finish Line’s total web traffic originated from a mobile device, up from just 2% in previous months.

“We wanted to take advantage of the great shopping experience we already had on finishline.com and bring that over to our new mobile site. Endeca’s site search and guided navigation were driving factors in unifying this experience,” said Roger Underwood, senior VP of e-commerce for Finish Line.

According to Underwood, the last thing the retailer wanted was to have separate web properties with different product data and maintenance requirements.

“Our mobile implementation was really just a matter of integrating off our existing website, allowing us to lean on the strength of our Endeca implementation,” he said.

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