DSW

In 2019, DSW focused on growing both its in-store offering and digital demand, according to a press release that announced its three-year strategic plan. The shoe and accessory retailer has all its Crocs in a row, jumping nine spots on the Index this year for its strongly integrated experience across mobile, web and email. DSW revamped its loyalty program in 2018 and while that’s not a category on the Index, we don’t mind that DSW showers its Rewards members with deep discounts, in-store events and endless perks (we don’t think its 26 million loyalists mind, either). The retailer offers all the bells and whistles like in-store pick up, product scan on the mobile app, and rich in-app messaging.

Industry:
Previous Rank:
2018: #14 , 2017: #51
Company Filing:
Public
Founded:
1969

2019 score: 67

Web:
13/26
Email:
18/25
Mobile:
19/20
Offline:
10/10
Other:
7/18

Why we love DSW

Cross-channel customer profile

The retailer makes deep connections between its digital platforms and bridges them with collaborative-based recommendations for shoppers, making them feel like they really are in the same club. ‘Frequently bought together’ and ‘people also viewed’ collaborative-based recommendations inspire shoppers to browse the same fashion and similar styles as their fellow consumers, leaving product reviews that inform DSW’s digital marketplace.
Cross-channel customer profile

DSW VIP

DSW intentionally improved its loyalty program, and since then the brand has reported 1.6 million additional app downloads and a 6% increase in sales year over year. An extensive personalization quiz makes it easy to find products that customers love, resulting in rich rewards, exclusive perks to redeem birthday offers, discounts, members-only events and easy access to points for purchases that customers carry through their lifetime engagement with the brand.
DSW VIP

Innovative mobile app

DSW’s mobile app offers innovative features, like a ‘Clearance Calculator’ that shoppers can use to justify that 10th pair of mules and ensure they never miss a great deal. The mobile app organizes reward points, recommendations, and starred items so that shoppers can browse their rich in-app message center for details and the closest store location to redeem their points.
Innovative mobile app

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