DSW Digital Marketing Strategy

By: Kathryn Lesniak

History of DSW

January 1969DSW began business under the name of Shonac Corporation

July 1991 DSW opened its first store in Dublin, Ohio

May 2012 DSW now owns 336 stores in 41 states

Designer Shoes. Warehouse Prices.

• Any men, women or children of all ages interested in comfortable, brand name shoes or accessories at affordable prices– Although most of

the advertising is catered towards women

• Fashion forward individuals looking for seasonal trends

ProsDesigner

products at lower prices

A variety of shoes and the availability

of accessories

Online accessibility

A rewards program for loyal customers

ConsMore competitors offering just as low

of prices

Most ads are geared towards women

only

Products that are available in stores

may not be available online and

vice versa

New Social Media Marketing Strategy

• Goal: gain a larger customer base that includes advertising towards men and children and keeping their loyal customers happy

• Utilize Facebook, Twitter and fashion blog posts to keep customers aware of DSW news, events and upcoming sales

• New slogan: “Amazing Shoes. Amazing Prices. For everyone.”

• Goal: Approximately 300-500 likes per month

• Interact with customers• Ask fans questions

weekly– Example: What is your

favorite DSW shoe this week? Post a picture of you rocking those shoes!

• Post deals and upcoming sales

• This will gain more Facebook page views and keep customers loyal

• Goal: Gain more followers, retweets and replies

• Update at least two times per week

• Link to Facebook and fashion blog

• DSW will retweet their fans and reply to customer’s tweets

Fashion Blog

• Create fashion blog– Update weekly– Include fashion tips and tricks– “Feature shoe of the week”

for Men, Women and Children• Involving everyone to reach a

greater audience

– Company news and upcoming events

• Goal: Create a company brand that more people will want to be a part of

Internet Marketing• DSW can create online

advertisements towards men and children along with their campaigns towards women

• Place ads on various websites to increase brand awareness

Mobile Marketing

• Smart phone applications– Can hold a “wish list” of

what products consumers want

– Recommendations for men, women and children

• Foursqaure– Check in’s available for

DSW customers that offer points towards their rewards program for every check in

Measuring Success

• Facebook– Amount of likes company page has– Allows company to track the number of

engaged users

• Twitter– Amount of followers company has

• Google Analytics– Amount of traffic the company receives

on the fashion blog and on each blog post

Budget PlanFACEBOOK $15,000 per month

TWITTER $10,000 per month

BLOG $10,000 per month

INTERNET MARKETING/ADVERTISING

$80,000 per month

MOBILE MARKETING $10,000 per month

TOTAL 12 MONTH BUDGET

$612,000 per year