DSW | IMC 615: Creative Strategy & Execution

Company Overview A look into the background of Designer Shoe

Warehouse

Page 3

Target Audience Who are we

targeting with this campaign?

Page 11

Strategy Statement How are we going to speak to the target

audience?

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Designer Shoe Warehouse Kaitlyn Reeves

IMC 615: Creative Strategy & Execution

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Table of Contents

Company Overview.............................................................................................. 3

SWOT Analysis.................................................................................................... 7

Target Audience.................................................................................................. 11

Strategy Statement..............................................................................................13

Creative Brief (Print).......................................................................................... 14

Print Executions................................................................................................. 15

Creative Brief (Other)......................................................................................... 21

TV, Radio, & Internet Executions....................................................................... 22

Creative Brief (Non-traditional)........................................................................... 25

Non-traditional Executions................................................................................. 26

Digital Components............................................................................................ 30

References......................................................................................................... 35

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Company Overview

Designer Shoe Warehouse, Inc. (DSW) is a national retailer of brand

name and designer footwear and accessories for men, women, and children.

Currently, DSW has 366 stores throughout 41 states, the District of Columbia,

and Puerto Rico. Their core mission focuses on variety, price, and ease of

shopping, specifically:

To create a distinctive shopping experience that satisfies both the rational

and emotional shopping needs of our DSW customers by offering them a

vast, exciting assortment of in-season styles combined with the

convenience and value they desire. (“Investor Information,” n.d.)

Founded in 1969, under the name of Shonac Corporation, a joint venture

between two families, the Schottensteins and the Nachts, the companyʼs initial

purpose was to manage the shoe departments in other retail stores, which it did

for more than 20 years (“DSW, Inc.,” n.d.).

It wasnʼt until 1991 that the first store was opened under the DSW name.

The first store was located in Dublin, Ohio, just outside of Columbus, and soon

expanded into the Midwest and Northeast (“DSW, Inc.,” n.d.). A typical DSW

store averages 22,000 square feet and boasts nearly 24,000 pairs of shoes

(“Investor Information,” n.d.). What made DSW stand out from other discount

warehouse shoe retailers was the product offering: rather than mass-marketed

shoe brands, DSW offered designer-brand shoes at a discount (“DSW, Inc.,”

n.d.).

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DSW employs several forms of media in order to communicate with its

consumers. Besides traditional print and television advertisements, DSW has a

strong presence in social media. DSW operates its Facebook page, where its

members, who are affectionately termed “Shoe Lovers,” can discuss all things

shoes, receive style updates, and even participate in contests to win free shoes.

DSWʼs Twitter profile mirrors that of its Facebook counterpart, also offering style

tips and the chance to win free shoes every Friday.

E-commerce is an area in which the company excels. In August 2011,

DSW began offering childrenʼs shoes, which are exclusively available for

purchase online. In addition to childrenʼs shoes, DSW.com also offers customers

a wider array of styles and sizes of footwear (“SWOT Analysis,” 2012, p. 7).

Although DSW.com is already optimized for use on mobile devices, the company

plans to launch its own mobile app in 2013 (Joe, 2012).

A major marketing success for the company and its consumers is the

DSW Rewards program. DSW Rewards is a free loyalty program that allows

members to earn points on every purchase, and once a certain number of points

is reached, the customer receives a $10 rewards certificate in the mail. Currently

the only way to receive certificates is via mail, so this could be something DSW

can improve on. Rewards members also receive other perks, such as double

points events, birthday certificates, and free shipping. The program has over 20

million members and DSW Rewards members account for 90% of transactions,

therefore providing information on almost all of its customers.

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Speaking of customers, DSW segments its target audience by behavior,

rather than demographics, allowing DSW to personalize its marketing

communications. By breaking its customers into behavior groups, DSW is able to

better decide what types of promotions and deals it sends, as well as the way it

send those promotions. Kelly Cook, Senior Vice President of marketing for DSW,

breaks consumers into ten categories: multi-category, loves the classics, fashion-

focused, classic deal-seekers, fashion on a budget, man of the house, online

shoppers, shopping bag fillers, return trippers, and shoe fanatics. For example, a

woman from the multi-category group prefers not only shoes, but scarves and

other accessories as well, so she would be sent promotions pertaining to all

types of products. On the opposite end of the spectrum, thereʼs the man of the

house, who is not concerned about price but rather values craftsmanship and

quality. For this type of shopper, DSW would send him marketing materials

complete with QR codes for him to scan, rather than a coupon to tear off and

bring into the store (Joe, 2012).

DSW is doing a lot of things right, but thereʼs still room for improvement.

One improvement that needs to be made is the introduction of the mobile app to

complement DSW.com. Also, Rewards members should be able to have the

option to receive certificates via email or the app, as well as traditional mail. DSW

needs to stick to what they know, and what they know is shoes. In March 2013,

DSW launched its Luxe810 portion of the website, which offers a large selection

of luxury footwear. In order to launch their luxury site, DSW ended up with a

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surplus of clothing from the brands it was partnering with for Luxe810, and ended

up with an estimated $6 million loss when the shoe retailer was unable to sell the

merchandise, even at heavy discounts. However, the sales of the shoes featured

in the Luxe810 shop online are meeting expectations, according to CEO Mike

McDonald (Eaton, 2013).

DSW, Inc. reported sales of $2.26 billion in 2013, and an 11.53% sales

growth over one year. According to DSWʼs company profile covered by

Alexandra Biesada (2012) on Hooverʼs, competitors include Zappos.com ($254.7

million in annual sales), Macyʼs ($27.69 billion in 2013 sales, one-year sales

growth of 4.85%), and ShoeBuy.com (estimated annual sales of $5.70 million).

Also, the introduction of websites such as ShoeDazzle.com and JustFab.com,

which offer shoes handpicked by celebrities and Hollywood stylists for their

members, provide competition for DSW.

In order to remain successful, DSW needs to continue its social media

efforts and current marketing efforts toward its loyal customers. DSW has the

opportunity to expand its reach and increase sales by target other audiences as

well, perhaps by targeting more toward male shoppers. Overall, DSW seems to

be doing well, but thereʼs always room for improvement.

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SWOT Analysis

Strengths (Whatʼs working?):

DSW currently offers a large selection of designer brands of shoes and

accessories at affordable prices, which allows more people the opportunity to

have great style without blowing their budgets.

• What's in the way?

• What's possible?

• What's missing?

• What's working?

Strengths -‐ Designer brands at

affordable prices -‐ Large selection

-‐ Rewards program drives sales

-‐ Improved store layout

Weaknesses -‐ Lack of mobile app -‐ Mail is only option to receive Rewards certiBicates -‐ Attracting new customers

Threats

-‐ Competitors are more involved in community -‐ lack of size/style availability in stores could affect sales

Opportunities -‐ mobile app makes it easy to manage Rewards and Bind

stores -‐ Community involvement

-‐ Use Rewards program to attract

new customers

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The loyalty program is also a key strength, accounting for the majority of

sales. Competitors like Zappos.com donʼt offer a Rewards program or other

incentive to encourage repeat purchases, which gives DSW an advantage.

In addition to having traditional brick-and-mortar stores, which competitors

like Zappos.com and ShoeBuy.com donʼt have, the layout of DSW stores plays a

main role in providing convenience to the customer with self-service fixtures,

allowing the customer to look, feel, and try on the product without seeking the

assistance of a sales associate. Products are also grouped in a sensible manner,

usually by style (casual, dress, athletic, seasonal, etc.).

Weaknesses (Whatʼs missing?):

New store openings should not be the only method DSW relies on to

attract new customers. According to the companyʼs annual form 10-K report, filed

March 28, 2013, DSW plans to open 25 to 30 new stores in fiscal year 2013, but

if they fail to do so, this could cost the company more money, and in turn cost

them new customers as well. If current Rewards members stop shopping at DSW

for whatever reason, the company will lose a large sum of money.

The DSW Rewards program is a huge component of the companyʼs

overall sales, accounting for 89% of its in-store and online sales in fiscal year

2012. Currently, the only way for Rewards members to receive their rewards

certificates is through the mail, which can take three to four weeks. This is not the

most convenient or quickest way for the customer to receive their certificates.

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DSW operates a successful e-commerce Web site, DSW.com, which is

optimized for use on mobile devices. However, DSW lacks a mobile app for

smartphones. In order to keep up with competitors like Zappos.com and Macyʼs,

DSW should consider developing a mobile app.

Opportunities (Whatʼs possible?):

The introduction of a mobile app that allows Rewards members to access

and manage their Rewards, locate an exact pair of shoes in a store, and make

purchases in the app brings added value to DSW customers.

DSW also has the opportunity to be more involved in the communities in

which they have stores. Community involvement can have many positives for a

company. Customers like to buy from companies they can trust, which can

increase revenue. Also, DSW could benefit from positive word-of-mouth

associations, which would be created by being more involved in the community.

Overall, DSWʼs brand image would improve if the company were more openly

involved in the community.

The DSW Rewards program also has the potential to attract new

customers. Current Rewards membersʼ sales account for 89% of sales and this

number would increase if DSW could attract new customers and turn them into

repeat buyers.

Threats (Whatʼs in the way?):

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Competitors are more involved in the community than DSW is at this time.

Zappos.com has held holiday gift drives, raised money for the Lance Armstrong

Foundation, made donations to the Center for Women and Families, and teamed

with Bearpaw to donate 300 pairs of boots to charity. Because DSWʼs

competitors give back to the communities in which they conduct business,

customers may be more likely to shop there because they feel their dollars are

going to a better cause.

Another threat to DSWʼs success is the potential lack of size and style

availability in stores. Competitors like Zappos.com and ShoeBuy.com donʼt have

retail stores, so shoppers arenʼt limited to the sizes and styles that are kept in

inventory at stores. If DSW doesnʼt have the size or style available in stores, the

customer could decide to shop elsewhere, where they can find their size in the

style of shoe they want. DSW needs to make every effort to help the customer

find the pair of shoes he or she wants.

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Target Audience

For DSW, I would like to start targeting men. The men that would be the

new target market for DSW are young professionals, ages 20-30, with at least

some college education and a yearly salary of at least $30,000. These men are

generally white, single—no wife or kids—and live in or near metropolitan areas.

They might be just starting out in their careers and trying to stay on a budget.

These men value price and convenience. They want to be able to get in and out

of a store with ease. When they shop, they shop with a specific purpose, and

shopping for shoes is no different. They prefer to go to one store that has a good

selection, rather than multiple stores with small selections. These men want to go

into a store and have confidence they will find the shoe they are looking for

available in their size and within their budget.

Devin is a 25-year-old white male living in a suburb of Tampa, FL. He

currently rents an apartment by himself and works as a sales representative for a

mid-size company. He is presently making $37,500 annually. Five days a week,

Devin wakes up and goes to the gym and then to work. He typically works

8:30am – 5pm and takes an hour lunch break. He prefers to go out for lunch

instead of bringing his lunch or ordering in. Devin owns the new iPhone 5, which

he uses frequently, especially during his lunch breaks. Normally, he uses his

phone to check and respond to e-mails, as well as manage his social networking

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profiles. After work, Devin likes to meet his friends at a local bar for a drink or two

before heading home.

On the weekends, Devin runs errands, such as grocery shopping and

other shopping. When he is looking for athletic shoes, he tends to shop in stores

like Finish Line that caters to sports. Lately, Devin has been in the market for a

new pair of shoes to add to his work wardrobe but it unsure of where to shop.

DSW would be a perfect solution for Devinʼs career shoe needs, as well as

his athletic shoe needs, because DSW offers a wide variety of styles at

affordable styles. Devin can buy a new pair of tennis shoes to wear to the gym

and also a pair of dress shoes to wear to work. Devin comes to value the

convenience DSW offers, because he can get in and out of the store easily, and

has a variety of styles to choose from without having to go to multiple stores to

find what he needs.

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Strategy Statement

The advertising will convince single men, ages 20 – 30, with active work

and social lives that DSW is a simple, uncomplicated place to shop for all styles

of shoes without spending hours driving from cluttered shoe store to cluttered

shoe store to find what they need. The support will be DSWʼs distinct, well-

organized, and convenient self-serve store layout that allows the customer to go

in, easily find a variety of styles and sizes, and checkout, all without hassle. The

tone will be easygoing, fun, and to the point, with a touch of humor.

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Creative Brief (Print)

Client: DSW Date: 04/29/2013 Product: Men’s shoes Pages: 1 Why are we advertising? To help men realize that shoe shopping doesn’t have to take up all their time. Whom are we talking to? Men, ages 20 – 30, who need to buy shoes, either for their work lives or personal lives or both, but put off doing so because they think shopping for shoes is a hassle and to find what they’re looking for they must go to multiple stores. What do they currently think? Shoe shopping is done out of necessity and it is exhaustive and time-consuming. What would we like them to think? Shoe shopping can be uncomplicated and even enjoyable. Shoe shopping doesn’t have to take up all of your free time. What is the single most persuasive idea we can convey? You don’t have to give up your entire weekend to shop for shoes. Why should they believe it? DSW offers guys an uncomplicated, uncluttered, enjoyable, all-in-one-place shoe-buying experience to get them what they want simply and quickly. What is the personality we want to convey? Simple and fun, with a bit of humor. Are there any creative guidelines? Two full-page four-color magazine ads

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Print Executions

Body Copy Sheet “Fore(ty)!” (Print-Magazine) Client: DSW Product: Menʼs Shoes Date: 04/29/2013 Headline: Fore(ty)! Copy A: Forty. No, itʼs not your age, or even how old you might feel after a

late night out with friends. Itʼs the number of hours you spend each week at the office. Do you really want to spend your precious weekend hours shopping for shoes? Didnʼt think so.

Copy B: Three. Itʼs the hole youʼre teeing off on because you went to DSW.

You got that new pair of shoes you needed for work. Oh, and that pair for that softball team at work your boss talked you into. Now youʼve got all the time you need to focus on your short game (uh, not that you need to). Get in, get out, and get your weekend back. DSW. Done.

Tagline: DSW. Done.

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Print Executions (cont.)

Visual Elements Description: Fore(ty)! Headline: The headline will be left-aligned at top of page in a plain sans serif typeface. Image: The image will be centered and framed in the middle of the page. The visual will be a shot of the fairway and green on a golf course. The viewpoint is from the middle of the fairway looking toward the flagstick on the green. Copy: Two blocks of copy will be below the visual. Copy block A is on the left; copy block B is on the right. Logo: The DSW logo will be in the bottom right corner. QR Code: The QR code will link to DSWʼs mobile store locator. The QR code will be in the bottom left corner, opposite the DSW logo. There will be text above QR code encouraging the reader to scan to locate the closest store.

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Body Copy Sheet “Extra Innings” (Print-Magazine) Client: DSW Product: Menʼs Shoes Date: 04/29/2013 Headline: Buying shoes shouldnʼt require extra innings. Copy: We get it – youʼre a busy guy. Youʼd rather be at the game with

your friends than stuck at the mall all day shopping for shoes. Thatʼs why when you need shoes, you choose DSW. From casual to dress to athletic shoes, we have what youʼre looking for all under one roof. And did we mention our warehouse prices? Thatʼs right save time AND money. Sounds like a home run to us. DSW. Done.

Tagline: DSW. Done.

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Visual Elements Description: Extra Innings Background Image: Bleed to edge of page. The visual will be a row of cheering fans at a baseball game. The shot will be from the waist down, primarily focusing on the fansʼ shoes. The fan in the middle of the row has brand-new athletic shoes on, and the fans to the left and right of him all have dingy, dirty, and worn-out shoes. Headline: The headline will be centered at top of the page in a plain sans serif typeface. Copy: The copy will be centered near the bottom of the page, above the DSW logo. Logo: The DSW logo will be centered at the bottom of the page. QR Code: The QR code will link to a coupon for 15% off the first purchase of $50 or more. The QR code will be in the bottom right corner, next to the DSW logo. There will be text above QR code encouraging the reader to scan to claim their coupon.

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Creative Brief (Other)

Client: DSW Date: 05/06/2013 Product: Menʼs shoes Pages: 1 Why are we advertising? To help men realize that shoe shopping doesnʼt have to take up all their time. Whom are we talking to? Men, ages 20 – 30, who need to buy shoes, either for their work lives or personal lives or both, but put off doing so because they think shopping for shoes is a hassle and to find what theyʼre looking for they must go to multiple stores. What do they currently think? Shoe shopping is done out of necessity and it is exhaustive and time-consuming. What would we like them to think? Shoe shopping can be uncomplicated and even enjoyable. Shoe shopping doesnʼt have to take up all of your free time. What is the single most persuasive idea we can convey? You donʼt have to give up your entire weekend to shop for shoes. Why should they believe it? DSW offers guys an uncomplicated, uncluttered, enjoyable, all-in-one-place shoe-buying experience to get them what they want simply and quickly. What is the personality we want to convey? Simple and fun, with a bit of humor. Are there any creative guidelines? :30 Television spot, :10 Internet Pop-Up, :30 Radio spot

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Television Execution (:30 spot)

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Radio Execution (:30 spot)

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Internet Execution (:10 pop up)

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Creative Brief (Non-traditional)

Client: DSW Date: 05/13/2013 Product: Menʼs shoes Pages: 1 Why are we advertising? To help men realize that shoe shopping doesnʼt have to take up all their time. Whom are we talking to? Men, ages 20 – 30, who need to buy shoes, either for their work lives or personal lives or both, but put off doing so because they think shopping for shoes is a hassle and to find what theyʼre looking for they must go to multiple stores. What do they currently think? Shoe shopping is done out of necessity and it is exhaustive and time-consuming. What would we like them to think? Shoe shopping can be uncomplicated and even enjoyable. Shoe shopping doesnʼt have to take up all of your free time. What is the single most persuasive idea we can convey? You donʼt have to give up your entire weekend to shop for shoes. Why should they believe it? DSW offers guys an uncomplicated, uncluttered, enjoyable, all-in-one-place shoe-buying experience to get them what they want simply and quickly. What is the personality we want to convey? Simple and fun, with a bit of humor. Are there any creative guidelines? Online game; VIP parties

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Non-traditional Execution (online game)

“Shoe Store Showdown”

The idea behind this game is to show the obstacles one would face while

shopping in a traditional shoe store as opposed to shopping at a DSW store,

which has a simple and convenient layout. Sure, the game is fun in theory, but

facing these obstacles in real life is not something a consumer wants to do. The

consumerʼs time is valuable.

The game would be set in a traditional shoe store setting – shelves of shoes high

above consumersʼ heads, different sizes and styles mixed together making it

nearly impossible to find what youʼre looking for, inattentive sales associates,

cramped aisles. The consumer would create a free playerʼs profile complete with

an e-mail address and option to opt-in or out of DSW e-mail communications.

Once the free playerʼs profile is completed, consumers would begin the game by

having their player go through this “maze” of a shoe store and complete mini-

challenges within a 90 second time frame. The more challenges completed equal

the more points earned. Scoreboards would be kept so players could compare

their scores with others and even share via Facebook or Twitter.

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The mini-challenges the player would have to complete to earn points would be

things such as: jump to the highest shelf to retrieve a certain style and size of

shoe, chase down and tackle a sales associate for help, run through the cramped

aisles while avoiding other customers, etc.

At the end of the game, after the player inputs his username into the scoreboard,

an ad would appear for DSW with a visual showing the layout of a typical DSW

store. The copy would read, “This workday break brought to you by DSW, the

proud sponsor of free time.” A black DSW Logo would appear against a white

background with the tagline “DSW. Done.” below the logo. Icons for DSWʼs

Facebook and Twitter pages would be under the tagline. A link at the bottom of

the screen would ask players to “Play Again” or “Visit DSW.com”.

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Non-traditional Execution (VIP parties)

DSW recognizes that the free time guys have after work and on weekends is

valuable, so DSW wants to embrace this free time by hosting VIP parties at

various sports bars and other similar venues in select cities across the country.

Cities would include New York City, Washington, D.C., Miami, Los Angeles,

Dallas, TX, and Columbus, OH.

DSW would promote these events via social media sites like Facebook and

Twitter. In order to get an invite to these parties, one would have to request a

ticket by submitting his name, birth date (to verify drinking age), and e-mail

address on a DSW microsite called ProudSponsorofFreeTime.com. Each VIP

guest can bring up to two friends. By allowing VIP guests to bring more friends,

this creates more impressions. Once the consumer has requested his VIP pass,

he has the option to share the post with his friends and followers on Facebook

and Twitter.

The purpose of hosting these VIP parties is to give guys a night out to hang out

with their friends and watch the game in a social environment. To tie-in DSW,

cardboard drink coasters would feature QR codes to be scanned, which link to a

coupon for 20% off a purchase of $75 or more at any DSW store or DSW.com.

Banners and signage in the venue space would advertise DSW as the “Proud

Sponsor of Free Time.”

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In addition, at the end of the night, DSW event staff would choose one guy from

each city as the winner of a set of four VIP box-seat tickets to the sporting event

of his choice. This reinforces the idea that guys enjoy time spent with their friends

and DSW sees the value of free time to do just that.

Overall, these DSW VIP parties will promote the fun-loving, free-time enjoying

aspect that DSW knows men cherish. Consumers will associate DSW with

having free time to enjoy and will want to shop at DSW for their future footwear

needs.

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Digital Components

Component #1: DSW Mobile App

Description:

With the DSW app, available on iPhone/iPad and Android devices,

consumers will be able to access DSWʼs wide selection of footwear

and accessories at their fingertips, without an Internet connection or

using up data. Besides being able to browse and shop directly from the

app, consumers will be able to easily find a location using the store

locator tool, which can use the phoneʼs GPS to find “stores near you”;

manage DSW rewards and access electronic rewards certificates;

reserve styles and sizes of a shoe for same-day pickup in store; and

have access to DSW contact information and calendar of upcoming

events, like new store openings, DSW VIP parties, etc.

Rationale:

Mobile apps provide multiple benefits for both the brand and the

consumer. Apps are useful in building relationships and brand loyalty

and they help reinforce the brand and increase visibility and

accessibility. Apps also encourage repeat purchases.

The target audience for this specific DSW campaign has focused

on men instead of women. Men prefer convenience and simplicity and

the DSW mobile app will offer them just that. They donʼt have to open

their mobile web browser and type in the web address—they can just

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select the appʼs icon from their smartphone home screen and have

access to everything DSW with the tap of a finger, anytime and

anywhere.

By allowing consumers to reserve the styles they want in the sizes

they need, the amount of time a guy has to spend actually shopping is

shortened, and his shopping trip is made easier so he can have more

time to spend hanging out with his friends.

Examples and links:

o Mobile APPeal: Exploring the Mobile Landscape

Infographic with facts and figures on mobile apps and usage

o Benefits of Mobile Apps -- MobileAppLoader

Benefits of mobile apps for businesses and consumers

Component #2: SMS advertising/coupons

Description:

In addition to a mobile app, DSW will use SMS text messages to

alert consumers of sales and events, as well as to provide mobile

coupons to consumers. DSW will utilize a geo-fence with a one-mile

radius around each of their store locations to precisely target

consumers nearby.

Examples of the SMS messages would include: “Look @ the time!

Gameʼs on soon—donʼt miss it. Get all ur shoes now @ DSW” or

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“Shoes for work & play @ DSW. Save time & money. 20% off ur

purchase. Use code: 1234 @ checkout. Valid thru 5/26” or “Date night?

Get ur feet ready w/ new kicks from DSW. $15 off $50. Use code: 6789

@ checkout. Valid thru 5/26.”

Rationale:

If a man who was near a DSW store running other errands received

a text message containing a coupon code to save a certain percentage

on his purchase, he would go ahead and go to DSW and check shoe

shopping off his to-do list. SMS messaging and geo-targeting also help

keep the male consumer aware of the DSW brand, so when he thinks

of shoe shopping, he thinks of DSW and the convenience and

simplicity the stores provides.

SMS coupon codes are the most commonly redeemed type of

mobile coupon. It is also easier for a guy to have the coupon on his

phone instead of having to clip or print a paper coupon and bring it to

the store for redemption.

Examples and links:

o SMS-based mobile coupons preferred over push notifications, bar

code scans | Mobile Commerce Daily

Report from RadiumOne found that 61.9 percent of

consumers are redeeming grocery and retail-based coupon

codes; other statistics and information on SMS coupons

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Component #3: Electronic delivery of DSW Rewards certificates

Description

Currently, DSW Rewards Certificates are only available to members

through the mail. This requires the member to keep their address up to

date at all times, which can be a hassle. DSW will now allow their

Rewards members to opt-in to electronic certificate delivery. The

Rewards member can now access their Rewards certificate via the

DSW app or via e-mail. Also, the Certificate doesnʼt need to be printed

off in order to be redeemed; it can be redeemed directly through the

app or e-mail. Each certificate will be tied to the Rewards memberʼs

account so the member can only redeem each certificate one time.

Rationale:

With the increase in smartphone and mobile coupon usage, it

makes sense to allow Rewards members to receive their certificates

electronically. It also saves on printing, paper, and postage costs. Also,

if the Rewards member is the forgetful type and often leaves paper

coupons at home, electronic certificates will be beneficial because

most people always have their smartphones and therefore have

access to e-mail and the app.

Men are also more likely to join the Rewards program if they can

manage their points and receive their certificates electronically. The

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target audience consists of young men with busy social lives, and odds

are they arenʼt going to want to take the time to check the mailbox for

their DSW Rewards certificate before heading out to buy shoes. It will

be much more convenient and simple to have the certificates available

via e-mail and the mobile app.

The importance of incorporating other ways of receiving and

redeeming Rewards is building brand loyalty and turning new

customers into repeat customers. This is particularly crucial for DSW

when targeting a new audience.

Examples and links:

o DSW Rewards Program FAQs

o Emails Targeted to Current Loyalty Program Members Have Transaction Rates Almost 30 Percent Higher Than Bulk Mailings | PRNewswire

o The Loyalist: leveraging relationships with existing customers to increase ROI

Link to download a copy of Experian Marketingʼs whitepaper

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References:

Biesada, A. (n.d.). DSW, Inc. Hooverʼs. Retrieved March 25, 2013, from http://subscriber.hoovers.com.www.libproxy.wvu.edu/H/company360/overview.html?companyId=138089000000000

DSW, Inc. (n.d.). DSW, Inc. company profile. Retrieved March 25, 2013, from

http://www.referenceforbusiness.com/history/Ci-Da/DSW-Inc.html DSW Inc. SWOT Analysis. (2012). Business Source Premier, 7. Retrieved from http://search.ebscohost.com.www.libproxy.wvu.edu/login.aspx?direct=true&db=b

uh&AN=82534530&site=ehost-live Eaton, D. (2013, March 19). DSW taking $6M loss on clothing itʼs unloading for

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