Google Cloud Helps DSW Engage Over 28M Shoe Lovers, Real Time

Google Cloud Helps DSW Engage Over 28M Shoe Lovers, Real Time


AMY STEVENSON: Shoes are
so special and so unique and so emotional. PAUL SCHUR: Shoes allow
you to express yourself. RICH CLUM: Shoes are that small,
subtle way that can really set someone apart,
showing who you are without having to say a word. DREW DOMECQ: Oh, good grief. I’m a bit of a shoe-aholic,
or a shoe lover, as we refer to ourselves. AMY STEVENSON: They
just get you excited. It really is about
celebrating you. And DSW’s mission is to
inspire self-expression. I am the CMO at DSW. I like to call myself the chief
shoe lover, because I, too, love shoes. Being in the fashion
industry is interesting. I love every minute
of it, but it can be challenging to get a
sense of where the business is moving, how fashion is
moving, where the trends are. There’s so much going on all
the time and retail moves so fast that it really
is about being a champion of a customer-centric culture. DREW DOMECQ: We chose to rebuild
our loyalty program using Google Cloud because, I mean,
really our entire purpose is our customers. So it was very important for
us to be more data-driven. RICH CLUM: It’s not
just an IT solution. Our customers at DSW
really expect an experience that they help drive. And with our
previous platform, we were in a way inhibiting
some of the ways DSW really wanted to interact with them. AMY STEVENSON: The state
of our loyalty program was a little bit rudimentary. We had not relaunched in
probably over 10 years, and we were falling
behind just a little bit in the marketplace. RICH CLUM: Google
Cloud gave us speed, flexibility, scalability, as
well as a data-driven platform to understand our
customers better. And with the new
real-time loyalty program, we give them a platform
for self-expression, really let them own the experience. DREW DOMECQ: I call
it a crown jewel, because it’s measured
in tens of millions. I mean, we have north of
90% of our transactions going through our
loyalty program. PAUL SCHUR: I think, between
Google Cloud, DSW, and Slalom, we really partnered
well to change one of the most
important programs they have for their customers. There’s a sense of mojo that’s
important, and we’re a team. RICH CLUM: Working
with Slalom has been, just like with Google,
a true partnership. They bring a set of
skills to the table that we didn’t have here at DSW. But the key thing
that they’ve been able to do for us is not
just deliver a solution, but teach the solution, as well. And now we use tools like
Stackdriver and Apigee APIs to enable real-time
communication. AMY STEVENSON: It’s
been fantastic. We have 28 million active
members in our loyalty program. Our new customer rate is up 9%. We have a best-in-class
retention rate. In addition, our customer can
experience our loyalty program instantly. I’ve been in retail a
long time, and I’ve never seen it like this. We’re going to be doing
some pretty amazing things. [MUSIC PLAYING]

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