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Mobile Maven

One can never have too many shoes — even if there’s nowhere to wear them. COVID-19 hasn’t stopped mega shoe retailer DSW from connecting with its customers and maintaining a spot at the top of this year’s Index.


DSW Designer Shoe Warehouse, Designer Brands’ flagship retail brand, has a large brick-and-mortar footprint with 500 stores in the U.S. and Canada. With that many stores and multiple waves of stay-at-home orders this past year, the company saw a dip in sales from its traditional storefronts. 

However, the brand’s historic emphasis on providing customers with the same great shopping experience through a digital approach has clearly proved to be its key to surviving the pandemic. With ecommerce accounting for 50% of its Q1 2020 sales (a 25% increase over 2019), this brand is well-positioned to make the Index in 2022.


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Why we love DSW

Personalized website design

DSW’s homepage is uniquely designed for each shopper. The customer’s preferred brick-and-mortar location is displayed on the top of the screen next to the customer’s name so they’re able to see product availability at their local store. VIP membership status is also highlighted on the homepage so customers can see their current status, available discounts, and how many more points they need to level up.

personalized website example

VIP rewards

It’s easy to be treated like a VIP when shopping at DSW. After revamping its loyalty program in 2018, DSW’s 26 million loyalists (and counting) can earn rewards like discounts, early access to events, and free swag just from routine shopping. The more someone spends, the more they save with the VIP program. DSW makes it easy to see how close you are to earning more by frequently displaying customer loyalty status in emails, on-site, and on the mobile app.

loyalty program example

Digital and in-store connection

Switching between buying online and buying in-store is easy for DSW customers because of how the brand connects both shopping experiences. When browsing on-site, shoppers can view product availability at their local store, buy it online, and schedule a time to pick it up there, too.

cross-channel marketing example

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