Managing an effective re-branding

June 17, 2021

Managing an effective re-branding

Discover how retailers are using TruRating to improve their business with better customer insights.

82%

Response Rate

200,000+

Ratings

4 week

Data Collection Time

Hitting the right notes for a re-branding

The Challenge

JD Sports, one of Europe’s most successful modern retailers, acquired Finish Line (a legacy US sports retailer) in March 2018. The move marked an expansion effort, along with store openings in France, Spain and South Korea, designed to bring the JD brand to a global audience. The expansion enabled JD to bring new and exclusive products from major brands like Adidas and Nike, alongside leading-edge service innovations to the US consumer in both footwear and apparel. While JD had been undergoing a process to upgrade and transform Finish Line stores to new JD outlets, they were less sure about how well their brand was recognized and if consumers understood the benefits of the transformation.

How We Helped

While the brand had been upgrading stores gradually, there were still a number of locations that had not been converted when the brand engaged TruRating. Working with the store teams, we implemented a custom question, with a market-research focus, “Your Finish Line location is being upgraded to a JD Sports store. Are you aware of JD Sports?”

The group was able to manage their re-brand informed by real-time customer response

The Impact

After the initial period, we established that just over 50% of Finish Line customers were aware of the JD Sports brand and the intended benefits of the upgrade. As a result, the organization implemented increased targeted in-store communication and clear labelling of their globally exclusive product range, helping to build awareness, both at the brand and consumer benefit level.

82%

Response Rate

200,000+

Ratings

4 week

Data Collection Time

“The ability to conduct ‘market research’ without having to engage an outside agency and hear from 80% of customers is totally unique.”

“From a store ops perspective, a re-brand offers a potential host of complicated issues – being able to gradually test and understand whether our actions are having an impact has been huge.”

“The ability to conduct ‘market research’ without having to engage an outside agency and hear from 80% of customers is totally unique.”

“From a store ops perspective, a re-brand offers a potential host of complicated issues – being able to gradually test and understand whether our actions are having an impact has been huge.”

Bio

Finish Line have been a long-standing feature in the US athletic scene since their founding in 1976. With over 600 stores across the US the brand was recently picked up by UK giants JD Sports and has seen a big overhaul of its operations and locations over the last few months. At an organizational level, Finish Line is always looking for new innovations to deliver to its customers and in the wake of Covid-19, found an opportunity to use TruRating’s technology to rocket fuel that innovation.

Name

Finish Line

Region

USA

Company Size

Large

Industry

Shoes, Sneakers, Athletic Clothing & Gear

Website

www.finishline.com

More Case Studies

Delivering the ‘Ultimate Customer Experience’

Delivering the “Ultimate Customer Experience”

Longo’s

Helping to understand a globetrotting customer base

Helping to Understand a Globetrotting Customer Base

Longo’s

Analyzing Customer Loyalty by Segment

“Having a view of our entire customer base (not just loyalty members) is truly a revelation – only TruRating provides that.”

Longo’s

Understanding your CX by Department

“The ability to analyse CX by department really is a step change – the speed and volume of the solution allows you to do things previously not possible”

Five Below

Unlocking the behaviors to create legendary guest experiences

TruRating provides a consistent, up-to-date view of performance across every channel – it brings our business together in a way no other tool has

Bealls

Identifying and fixing a drop in C-sat

“The ability to use heatmaps to really understand performance down to a granular level is a huge advantage for our store teams and our customer experience strategy”