DSW broke through to the top 25 in this year’s Index after placing 26th in 2017. The brand improved across key digital channels and is now testing a wholly new strategy to the in-store experience. To reinvigorate sales – and its 25 million member-strong loyalty program – the brand has launched a more full-service approach to in-store retail including a concierge for shoe repair, a nail salon to truly complete the look, and connecting sales associates in its “warehouses” (aka stores) with tablets so they can access customer profiles, personalized recommendations, offers/discounts, and more. A new approach to events rounds out the in-store strategy, while the loyalty program receives an additional refresh with the help of philanthropic initiatives designed to create loyalty through shared social impact.