Industry:Shoes
2017 Score:51
Company Filing:Public
Founded:1969

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.

2018 score: 71

17/30
website
15/15
mobile
9/25
other

Why we love DSW

DSW keeps track of everything on every platform, including the mobile app, which organizes rewards points, recommendations and starred items. When a customer walks into a brick-and-mortar store, DSW uses beacon technology to unlock rewards and product recommendations from sales associates.
Mobile app
DSW earns plenty of loyalty in exchange for DSW VIP, a robust rewards program which boasts more realistic milestones than average. Spending $500 a year qualifies a customer as elite, earning perks such as extra points and early access, free expedited shipping and a birthday gift.
DSW VIP
DSW’s inventory is seemingly endless, but the brand keeps shoppers from feeling overwhelmed with a rich in-app message center. DSW keeps app users engaged with personalized messages, as well as up-to-date communications about relevant discounts.
Message center

Why we love DSW

Mobile app

DSW keeps track of everything on every platform, including the mobile app, which organizes rewards points, recommendations and starred items. When a customer walks into a brick-and-mortar store, DSW uses beacon technology to unlock rewards and product recommendations from sales associates.

Mobile app

DSW VIP

DSW earns plenty of loyalty in exchange for DSW VIP, a robust rewards program which boasts more realistic milestones than average. Spending $500 a year qualifies a customer as elite, earning perks such as extra points and early access, free expedited shipping and a birthday gift.

DSW VIP

Message center

DSW’s inventory is seemingly endless, but the brand keeps shoppers from feeling overwhelmed with a rich in-app message center. DSW keeps app users engaged with personalized messages, as well as up-to-date communications about relevant discounts.

Message center

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