DSW Shares Top Spot on the Top 100 Omnichannel Retailers List

The article below is an excerpt from Total Retail's inaugural Top 100 Omnichannel Retailers report. DSW tied with UGG, Urban Outfitters and Zumiez for the No. 1 ranking on the list.

DSW, a branded footwear and accessories retailer, was one of four companied that tied for the top spot in Total Retail’s inaugural ranking of 100 publicly traded retailers based on their omnichannel capabilities. (UGG, Urban Outfitters, Zumiez were the other three companies.) DSW received the top possible score (100) across the seven criteria — buy online, pick up in-store; search in-store products online; shared cart; loyalty points earned/redeemed across channels; return products across channels; three or more channels available for customer service; and pricing consistency across channels.

DSW leverages its 500-plus brick-and-mortar stores, e-commerce site, and mobile properties (m.dot site and app) to provide a seamless browsing and buying experience for its customers. To help it accomplish that goal, DSW recently upgraded its e-commerce platform to unleash powerful capabilities in search and personalization. Furthermore, DSW has implemented buy online, pick up in-store; ship-from-store capability that has transformed its stores into fulfillment centers with significant proximity to millions of its loyalty program customers; and launched a new in-store mobile application, which enables customers to view redeemable loyalty points, wish lists and personalized offers, as well as check out quickly at any point within the store.

“We’re always working to stay ahead of our evolving customer,” says Brian Seewald, vice president, digital at DSW. “By making product information and inventory accessible at all times, mobile technology is transforming the customer journey to one that moves seamlessly between digital and physical.

“We don’t have just stores, we have over 500 ‘warehouses’ that we can use to get product in front of our customer. We see this as a competitive advantage that will ultimately allow us to provide our customer with immediate access to our assortment across our entire network. Combined with a newly redesigned digital experience set to launch early this year, DSW will provide a powerful retail experience for today’s digital customer.”

To see the full list and other company profiles, you can download the report here.