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DSW’s new loyalty program stoking sales

December 11, 2018

DSW executives are pleased with early results from its revamped loyalty program, and they told analysts on Tuesday that the information the company gleans from it will inform not only its assortments, but also personalization of its marketing and merchandising.

The company beat in several measures in the quarter, in part because it’s being underestimated, according to William Blair analyst Dylan Carden. “Combined with a 25 million strong active loyalty base, DSW’s advantages in a consolidating footwear market continue to be overly discounted, in our view,” Carden said in comments emailed to Retail Dive.

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