Footwear retailer DSW is striving to inspire self-expression

Oct. 13, 2017

DSW Inc. has a new brand mission focused on building engaging customer experience, enabling associate product knowledge, boosting operational processes and "distorting" traditional assortment.

The strategy, according to a press release, is aimed at inspiring self-expression, according to CEO Roger Rawlins.

One prong is something the footwear retailer is calling "music for your feet," and is all about emotional, inspiring experiences online and inthe brick-and-mortar environment. This includes pop-pop parties to concert series efforts.

"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," stated Rawlins in the release. "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."

DSW plans to launch a new loyalty program next year, and is considering new services like shoe rental, shoe repair and "non-commerce" experiences to its most loyal customers. 


Topics: Assisted Selling, Customer Experience, Customer Service, Marketing, Merchandising, Omnichannel / Multichannel, Online Retailing, Psychology, Shopper Marketing, Specialty Stores, Technology

Companies: DSW


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