New CEO Leads DSW's Omnichannel Transformation

Roger Rawlins, CEO of shoe retailer DSW, who assumed the job Jan. 1, has been working to turn the company from what, 25 years ago, was literally a four-day-a-week warehouse-style operation into a retailer that can provide its customers anything they want, however they want, whenever they want. Central to DSW's plan is becoming an "omnichannel" retailer.

Total Retail's Take: Like many companies, DSW is trying to play catch up with its customers. Traditional retailers are burdened with the arduous (and expensive) task of updating their technologies, processes and people to better serve today's digitally savvy, 24/7 connected consumers. Those consumers are setting the expectations; retailers are being forced to deliver upon them. Oh, and at the same time compete with Amazon.com for online market share. No one ever said the retail business is easy.