Designer Brands Takes 2nd in Ranking of Top Omnichannel Retailers
Last month, Total Retail released its third annual ranking of 100 enterprise retailers based on their omnichannel capabilities — i.e., programs offered, and the execution of those programs. The 2019 Top 100 Omnichannel Retailers report was produced in conjunction with Radial, a leader in omnichannel commerce technology and operations. The comprehensive report identifies the retailers and brands leading the way in delivering the seamless cross-channel shopping experiences that consumers have come to expect.
As part of this year’s evaluation, we visited each retailer’s website as well as one of its brick-and-mortar stores, judging the companies on the following seven omnichannel criteria: the ability for customers to buy online, pick up in-store; the ability to search for in-store products on a brand’s digital properties (website, mobile website, mobile app), including stock availability data; shared cart across channels for logged-in shoppers (e.g., mobile to desktop); the ability for loyalty points to be earned and redeemed across channels; cross-channel product returns (e.g., return online purchases in-store); ship from store/endless aisle; and pricing consistency across channels. The evaluations were conducted in the first quarter of 2019.
Finishing second in this year's rankings is Designer Brands Inc., formerly DSW. Designer Brands is a footwear and accessories designer, producer and retailer that operates a portfolio of retail concepts in 1,000 locations under the DSW, The Shoe Company, and Shoe Warehouse banners. Designer Brands also designs and produces footwear and accessories through Camuto Group, a manufacturer selling in more than 5,400 retail doors worldwide.
Designer Brands’ second-place finish in the 2019 rankings marks the third straight year the company has been in the top two of the final rankings. So what's the secret to Designer Brands’ omnichannel excellence?
Quite simply, a companywide commitment to providing its customers with first-rate experiences no matter they how to choose to shop with DSW or another one of Designer Brands’ banners.
Designer Brands has invested heavily in omnichannel technology in recent years to make shopping with it as frictionless as possible. For example, the company offers the ability to pick up online orders in stores, reserve product online for it to be tried on in-store, and view stock availability online before visiting a store. Designer Brands’ focus on omnichannel is integral to its strategic long-term goals as it rebrands.
“With DSW’s world-class omnichannel capabilities and loyal customer base, combined with Camuto Group’s leading design and sourcing capabilities, and The Shoe Company’s powerful last-mile solution, Designer Brands has a strong platform to grow and lead the footwear market,” said Roger Rawlins, CEO, Designer Brands, in a press release announcing the company’s strategic priorities, financial goals and name change.
The successful relaunch of DSW's loyalty program in 2018 — which was based on customer feedback and data — is further proof of its omnichannel commitment. The program, DSW VIP, now includes the ability for users to earn points by donating shoes; earn more rewards more often; and receive free shipping on any purchase.
“DSW has been an innovative leader in loyalty since we launched our first rewards program 20 years ago, and since then our 25 million members have enjoyed great perks,” said DSW Chief Operating Officer Michele Love, in a company press release. “The new DSW VIP program continues this legacy by offering members compelling benefits and emotional experiences when they shop for shoes.”
To find out the rest of Total Retail's 2019 Top 100 Omnichannel Retailers, as well as learn important trends gleaned from this year's data, download the full report today!
Related story: Total Retail's 2019 Top 100 Omnichannel Retailers