New Loyalty Program Part of Future Strategic Plans at DSW

Officials at DSW, a leading branded footwear and accessories retailer, are excited about plans to spark customer loyalty amid a new brand mission, which is supported by key strategic initiatives focused on building engaging customer experiences, distorting traditional assortment, enabling associate product knowledge, and improving operational execution.

“At DSW, we see an opportunity to acquire market share as the retail industry consolidates,” said DSW CEO Roger Rawlins. “We have reinvigorated and positioned DSW to benefit, beginning with a new brand mission: We inspire self-expression.”

DSW will launch a new loyalty program in 2018, leveraging the brand’s 25 million-customer loyalty database. Also under evaluation are several exciting services like shoe rental, shoe repair, and a philanthropic connection, offering an appealing “non-commerce” experience to its most loyal customers.  

“Today’s customer craves more than just a transaction, they want an experience,” said DSW Chief Operating Officer Michele Love. “Our new program will be loyalty tailored to the customer’s level of engagement. It will go beyond points and tie back to our mission of inspiring self-expression.”

What’s more, DSW is co-developing new proprietary store technology which will allow associates to connect with customers in a new way, facilitating their discovery and decision-making.

“This technology enables shopping on the customer’s terms,” Love added. “We know they’re walking in with their mobile device in-hand. They want the sales associate to guide them on their journey. Our new technology will not only put customer-facing data like personalized offers, wish lists, and purchase history in the palm of associates’ hands. It will empower them with valuable information to enhance the shopping experience.”

Rawlins noted: “DSW is delivering a new experience to customers who are craving something different from their shopping experience. Our goal is to earn their loyalty by creating an emotional connection and by inspiring self-expression.”

DSW officials plan to begin using some of their physical locations as warehouses for the shipping and receiving of digital demand and returns.

“We’re unlocking the power of the warehouse with a synchronized and efficient infrastructure that virtually connects with the customer at every point, making DSW the place to find any shoe,” said Rawlins. “It’s why we like to call our locations ‘warehouses,’ because more than half of our digital orders are fulfilled in-store, as opposed to in a traditional fulfillment center.”

The new store layout allows DSW to tell compelling, curated product stories across the floor, from the moment a customer enters the space and begins their shopping journey.  

“The customer expects that when they walk into a warehouse, that they get the same experience they had online,” said Love. “Our goal is to give customers a seamless omnichannel experience. As an authority on fashion, we’re curating the must-haves for the season in ways that really inspire self-expression.”

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