Genesco Taps EarthLink To Improve In-Store Experiences

Specialty retailer Genesco has upgraded its EarthLink-powered network as part of its plans to further improve the brick-and-mortar experience. The technology will be applied to several brands under the Genesco umbrella, including: Johnston & Murphy, Journeys, Journeys Kidz, Underground by Journeys and Shi by Journeys.

Genesco relies on a private EarthLink MPLS network to run in-store POS, inventory management and employee communications in its stores

“As brick-and-mortar and online shopping experiences evolve, we will continue to innovate and invest in new technology solutions,” said Rik Reitmaier, VP of Technology at Genesco. “Genesco enjoys a trusted relationship with EarthLink and relies on its retail expertise in handling our day-to-day secure network management, which frees my staff to focus its talents on developing strategic applications that drive marketing and operations initiatives to help move the sales meter for our brands.”


EarthLink technology will play a key role in Genesco’s focus on improving the in-store customer experience across its stores. Future plans include better connecting with shoppers via mobile, gathering more detailed data on in-store activity, and establishing more “one-to-one” targeted offers. The retailer also plans to implement people counter analytics over the EarthLink network to improve customer service.

“Upgrading Genesco’s network will enable them to further leverage new technology to tailor the shopping experience and increase appeal to its various brand demographics,” said Rick Froehlich, EVP of Products and Consumer at EarthLink. “I’m pleased with this extension of our relationship, as it speaks to how Genesco values our service model and unique understanding of their retail environment.”

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