DSW Tied Atop List of Top 100 Omnichannel Retailers
For the second time in as many years, DSW earned the No. 1 ranking in Total Retail’s analysis of 100 publicly traded retailers based on their omnichannel capabilities/programs offered and the execution of said programs. DSW was part of a three-way tie for first place, joined by UGG and LIDS. The full rankings can be found in Total Retail’s 2018 Top 100 Omnichannel Retailers report.
The retailers were judged on the following seven omnichannel criteria, with the research compiled in the first quarter of 2018: does it offer buy online, pick up in-store; does it offer the ability to search for in-store products on its website, including access to stock availability; does it offer a shared cart across channels (e.g., mobile to desktop); can loyalty points be earned and redeemed across channels; can products be returned across channels (e.g., return online purchases in-store); does it offer five or more channels for customers to engage customer service staff; and is product pricing consistent across channels.
DSW received the highest possible score in five of the seven criteria researched, falling short in product returns across channels as well as five or more channels for customer service. The branded footwear and accessories retailer operates 500 stores in 43 states, and has invested significant time and money to convert those spaces into omnichannel hubs for its business. From designating stations in-store for the pickup of online orders to using its physical locations as warehouses for the shipping and receiving of digital demand and returns, DSW is reinventing the traditional brick-and-mortar store. In fact, more than half the company’s e-commerce orders are now fulfilled in-store as opposed to a fulfillment center.
"The customer expects that when they walk into a warehouse, they get the same experience they had online," said Chief Operating Officer Michele Love in a company press release announcing DSW’s new mission and strategic plans. "Our goal is to give customers a seamless omnichannel experience.”
As a means to that end, store associates will be equipped with tablets, giving them access to data in real time that they can use to personalize shoppers’ in-store experiences. For example, associates can look up a customer’s purchase history, wish lists and other information to help them make personalized product recommendations.
Lastly, to help it accomplish its goal of acquiring market share in an industry that’s consolidating, DSW has launched a new loyalty program. The footwear retailer wants to create experiences for and build relationships with its 25 million-member strong loyalty database.
"DSW is delivering a new experience to customers who are craving something different from their shopping experience," said Roger Rawlins, CEO, DSW Inc. "Our goal is to earn their loyalty by creating an emotional connection and inspiring self-expression."
To see the entire ranking of 100 retailers, as well as gain insights into the companies at the top of the list and the omnichannel trends shaping the industry, download the full report for free today.
Related story: Total Retail's 2018 Top 100 Omnichannel Retailers