The Monthly Retail Social Index Spotlight: Cheaper Than Dirt, DSW, Yankee Candle

Much like Cheaper Than Dirt, DSW has a singular focus on Facebook. For the shoe brand, it’s — what else? — shoes. But not just any shoes: free shoes. Fans can win shoes by providing the correct answer to a question on “Free Shoesday” (the brand’s rename of “Tuesday”). Fans can win shoes if they cheer on the winning product in a weekly “Style Race.” Fans can win shoes if they post pictures of themselves wearing shoes on the DSW timeline during a “Frenzy,” if they read a blog post and if more people “Like” the page. Giveaway after giveaway, DSW receives accolades from its adoring fans. It even has a tab dedicated to free shoes. Its “DSW Free Shoes-O-Meter,” which displays the number of free pairs of shoes fans and followers have won, was approaching 3,500 as of press time.