DSW

Jordan GouldCaitlin PonsfordChristina Silva

COMPANY INFORMATION

•Discount retailer of Dress, casual, and athletic shoes•Carries Handbags, accessories, and hosiery•Opened in 1991 in Columbus, OH•Currently has 305 stores in 39 states•Launched it’s website in 2008 to reach consumers in states that do not have retail locations•Competition: JC Penny’s, Macy’s, Collective Brands

TARGET MARKET

•Men and Women•Brand, quality, and style conscious•Hedonic and Utilitarian Shoppers•Vast range of socioeconomic and demographic backgrounds

VALUE PROPOSITION

•High quality merchandise at reasonable prices•Pricing strategy is continuous•Loyalty program

•Rewards and discounts•2008-76% of sales were from Loyalty program members

PRODUCT/RETAIL STRATEGY

•Create a unique environment that caters to rational and emotional needs•Broad selection combined with convenience•Enhanced Merchandising

•Track stores sales weekly, re-orders if necessary•Invest in planning, allocation, and distribution

CURRENT MARKETING STRATEGY

•Facebook•Twitter•YouTubehttp://www.youtube.com/user/dswshoewarehouse

FACEBOOK

ONLINE SHOPPING

•Rewards Members•Free Shipping on purchases over $35

•Premier Rewards Members•Free next day shipping

•Customer reviews

CUSTOMIZED SHOPPING

•Quick Search•Size•Category•Color•Search!

IMPROVEMENTS

Mobile site•Must be a smooth transitions from current site•Easy to navigate on a mobile device•Integration of digitals (links to twitter, Facebook, and YouTube)

Work on integration of channels•Access same checkout basket on mobile and computer•Same deals and promotions throughout channels•Maintain same inventory across channels

NEW DIGITAL STRATEGY

•Keep what works and build upon them•Stay focused on new digital strategy•Keep up with current trends

•adapt and innovate to stay ahead

•Implement mobile commerce•Integration of digitals, easy to use

NEW DIGITAL STRATEGY

•Integration of channels•Omni-channel retailer

•Steps•Accessing same checkout basket on mobile and computer•Same deals and promotions throughout channels•maintain the same inventory across channels•developing it’s social media channels

•Groupon

REFERENCES

•Dsw business. (2007, September 28). Retrieved from http://uffnikdsw.blogspot.com/2007/09/dsw-business.html •The value proposition to our customers. (2009, April 1). Retrieved from http://www.wikinvest.com/stock/DSW_%28DSW%29/Value_Proposition_Offered_Customers

•Company profile. (2009). Retrieved from http://investors.dswshoe.com/phoenix.zhtml?c=189127&p=irol-homeprofile •Dsw inc.. (n.d.). Retrieved from http://www.reuters.com/finance/stocks/companyProfile?rpc=66&symbol=DSW