In episode 374 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Deb Hannah, senior vice president of marketing and corporate communications at Shoe Carnival, one of the nation’s largest family footwear retailers and parent company of Shoe Station. Hannah discusses the integration of Shoe Station into the Shoe Carnival business following its recent acquisition (0:50), the launch of its new universal rewards program, Shoe Perks (2:30), and the benefits for loyalty members (3:52).
In addition, Hannah details how Shoe Carnival transitioned existing Shoe Station loyalty members into the newly combined program (5:13), the marketing tactics driving new sign-ups (6:43), and how the retailer is factoring in customer feedback to improve its loyalty offerings (9:38). Lastly, Hannah discusses the goals Shoe Carnival has set for the success and growth of the universal loyalty program (12:18).
Deb Hannah is the senior vice president of marketing and corporate communications at Shoe Carnival where she leads CRM/loyalty, analytics, corporate communications, e-commerce, as well as integrated marketing, store design and creative. Prior to Shoe Carnival, Hannah spent over 20 years in various marketing, merchandising and management roles in consumer packaged goods and retail for companies such as Kellogg, Starbucks, and Kimberly-Clark. She has an undergraduate degree from Texas A&M and an MBA from Goizueta Business School at Emory University.