E-Commerce Hiccup Costs Finish Line $3M in Lost Sales

Even though digital sales at Finish Line were up a healthy 25 percent in last year’s third quarter, they might have been as much as $3 million higher. After going live with a new e-commerce platform on Nov. 19, the athletic footwear and apparel retailer noted poor customer experiences and lower-than-expected online conversion rates. The issues were severe enough that after only three weeks, Finish Line reverted to its legacy online technology, which had been running in parallel with the new system as a standard safety precaution.

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