The app uses geo-tracking to locate the nearest store and lets  consumers  view product availability in each store location.   The app is available for free download in Apple’s App Store and Google’s Android Market.

“Our demographic is made of younger consumers who have very high mobile habits,” said David Seifert, vice president of ecommerce marketing at The Finish Line, Indianapolis.

“It’s part of their lifestyle, so the real-time inventory is a real plus as a function of this particular app,” he said.

Finish Line is a retailer of athletic shoes and apparel and operates more than 650 stores in the United States.

Fast finds
The Finish Line app automatically detects consumers’ locations and finds the nearest retailer.

Users can then view detailed store information,  including a location’s phone number and directions.

The app also features a click-to-call function that lets consumers place orders over the phone.

Additionally, consumers can access detailed product information and learn more about an item before they buy it, as well as read  reviews and see what other customers thought of the product.

The company is promoting the app through a variety of marketing channels, including mobile banner advertisements.

Streamlined shopping
The Finish Line app is an example of a company driving revenue through as many channels as possible – both at local and mass merchant levels.

As far as functionality, the company has tied the Web shopping experience into mobile by leveraging the same ecommerce platform.

“Our demographic has shown to not access a Web browser when they have the choice of mobile, so it was important for us to make the switch from Web functions to mobile as seamless as possible,” Mr. Seifert said.

“If we’re not on mobile with our consumers, we’re missing out on business opportunities with them,” he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York