Reducing operational costs and allocating resources for strategy and growth

February 4, 2020 Nitsan Ghilai

How Finish Line grew online revenue and cut operational costs by automating order review.

Meet Finish Line
Founded in 1976, Finish Line is an established leader in the field of athletic footwear and fashion retail. Today, the company has over 900 retail locations across North America and a robust digital experience including online and mobile.

Finish Line was an early adopter of eCommerce and it has played a role in the company’s growth. In 2017, online sales accounted for 21% of the company’s revenue. Finish Line is known for the premium shopping experience it provides customers and the company’s success – both online and in store – is a testament to this.

The Challenge

As Finish Line’s eCommerce platform continued to grow, the company was challenged to find more efficient ways to manage the fraud review process. Their goals included to reduce false decline rates, have an automated and scalable solution and continue to ensure world class service and an exemplary customer experience.

"Anyone can say they’re managing fraud by over declining, but at what cost? You will probably decline most of the fraud and your chargeback rate will be very low, but you’re losing good customers and revenue. Finding the balance is critical."


Dajana Gajic-Fisic Head of eCommerce Risk Management 

The Solution

The Solution
Finish Line chose Riskified for its chargeback guarantee and commitment to higher approval rates. But since going live, they found the benefits were far more extensive. With the chargeback rate under control, Finish Line could take greater risks, execute its growth strategy and reach the right balance to generate new revenue. Automation now makes it easier to maintain control of inventory.

Finally, their eCommerce team – who was dedicated to conducting manual review – now has resources it can devote elsewhere. The team can research and analyze shopping trends and focus on its broader risk management role, namely preventing non fraud-related chargebacks and other risks companies face in CNP environment. The reduction in operational costs means Finish Line can leverage the team to devise and support new growth strategies.

"You have to find a solution that helps you stay competitive, a system that lets you to concentrate on the fundamentals, like growing your business."


Dajana Gajic-Fisic Head of eCommerce Risk Management 

The Results




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