Despite the rocky break, the shoe chain tried to adapt to destructive changes in the industry and learn new tricks to stay fit with buyers. Store nail salons, the revised loyalty program, and children's shoes increase DSW.
DSW is looking for different ways to expand its brand with its major customers. Women's shoes account for 69% of DSW's sales of more than $ 3 billion. "
" They have done a very good job in the last few years to perfect their customers, "says Sam Puser, analyst at Susquehanna Financial Group.
DSW tried to add experience to the shops except self-service
DSW began testing nail salons in two stores in Columbus, Ohio in 201
Nail salons have increased sales and have forced customers, including high the DSW plans to expand manicure stores in five other stores in Austin, Washington and Dublin, Ohio, and launched a new loyalty program, DSW VIP, which gives members exclusive access to the shops. promotions and special events DSW VIP has 25 million members and clients in their prize program account for 90% of their sales.
The prize program is important because it provides a better insight into DSW's customers. The company has found that more than half of the members have at least one child, so it decides to add children's shoes to all of its stores.
But the company will face major challenges including increased pressures Nordstrom ( shooting for DSW's main customers with its own discount stores. Nordstrom builds Rack stores at a bargain price while Macy's expands Backstage at Macy's stores. Macy's says Backstage is attracting new customers who may be at the expense of DSW. )) and
DSW, which also owns the portfolio of Camuto Group and Canadian stores The Shoe Company and Shoe Warehouse, announced plans to change designer brand names Tuesday. Its stock index will move from DSW to DBI. Stores will retain the name of DSW.