Mike Timmermann, Clark.com
Designer Shoe Warehouse (DSW), a footwear and accessories retailer with more than 500 locations nationwide, is making some big changes that it hopes customers will embrace.
CEO Roger Rawlins said it starts with a new brand mission for DSW: “We inspire self-expression.”
What’s the translation? For shoppers, you can look forward to a new store layout at select locations, more merchandise and a refreshed rewards program — among other things.
Here are 4 big changes coming to DSW
1. Warehouse format: Some DSW locations are getting a new design that will embrace the look and feel of a warehouse. More importantly, it will allow the retailer to increase capacity by 70% through vertical product showcasing. That’s key because DSW said it fulfills more than half of online orders in stores, not through fulfillment centers.
2. New loyalty program: More than 25 million people are already members of DSW’s loyalty program, but it’s getting a total revamp in 2018. Few details have been announced at this point. We do know that the new program will be “tailored to the customer’s level of engagement” and “go beyond points.”
3. Focus on experiences: DSW believes that customers want more than just a transaction, they want an “experience.” That’s why you’ll see in-store pop-up parties later this fall. The retailer is also evaluating several new services like shoe rental, shoe repair and a philanthropic connection.
4. New technology: Increased operational efficiency will free up associates to better engage with customers. Equipped with tablets, DSW employees will use information like personalized offers, wish lists and purchase history to help shoppers find exactly what they’re looking for.
“DSW is delivering a new experience to customers who are craving something different from their shopping experience,” Rawlins said in a news release. “Our goal is to earn their loyalty by creating an emotional connection and by inspiring self-expression.”