To navigate its next chapter in a challenging retail environment, DSW turned to IBM iX to create a more meaningful brand connection with its loyal community and develop an omni-channel roadmap to aggressively court buyers beyond its brick-and-mortar stores.

51%

increase in total social followers

Insight

Shoe love is more than a transaction

To rise above a crowded and competitive category, DSW needed to solidify its brand purpose and reimagine its omni-channel experience. It tapped IBM iX to develop a strategy for connecting its site, mobile and owned social touchpoints to enable the brand’s five key differentiators: reinvigorate the hunt, strengthen the value proposition, become the shoe authority, cultivate the Shoe Lover community, and offer a personalized experience.

Idea

Building a better omni-channel experience

Through data-driven analytics, IBM iX set out to create a holistic experience that allowed customers to engage with the DSW brand anywhere and anytime. Top engagements across Instagram, Facebook and Snapchat came from visually focused, unique content that featured the latest shoe trends and their availability at DSW. Through constant optimization and a deep understanding of its customer, DSW has beat the category odds by connecting with their customers when they want it, the way they want it.

Impact

A social-savvy, seamless experience

DSW was named Total Retail’s #1 Omni-channel retailer, offering a blueprint for brands on how to deliver the seamless, quick and engaging experiences digitally savvy consumers demand. The number of followers and engagement has grown across all social channels.

8%

Facebook engagement increase

 
 

100%

increase in Instagram followers

122%

increased referral traffic

 
 

1,124

Instagram engagements per post

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