Latest / Omni Talk Retail / How DSW is Driving Loyalty with AI & Personalization | eTail West 2025

Transcript

How DSW is Driving Loyalty with AI & Personalization | eTail West 2025 · Omni Talk Retail

• 0:00
  Hello.
• 0:00
  Welcome
• 0:01
  back,
• 0:01
  everybody.
• 0:01
  This
• 0:02
  is
• 0:02
  Anne
• 0:02
  Mazinga
• 0:03
  from
• 0:03
  Omnitalk
• 0:03
  Retail.
• 0:04
  We
• 0:04
  are
• 0:05
  here
• 0:05
  at
• 0:05
  Etail
• 0:06
  Day
• 0:07
  Two
• 0:07
  and
• 0:08
  we
• 0:08
  have
• 0:08
  another
• 0:09
  wonderful
• 0:09
  guest.
• 0:10
  Standing
• 0:10
  next
• 0:10
  to
• 0:11
  me
• 0:11
  is
• 0:11
  the
• 0:12
  VP
• 0:12
  of
• 0:12
  Growth
• 0:13
  Marketing
• 0:13
  at
• 0:13
  dsw,
• 0:14
  Paige
• 0:15
  Sheedy.
• 0:15
  Paige,
• 0:16
  thank
• 0:16
  you
• 0:16
  so
• 0:17
  much
• 0:17
  for
• 0:17
  joining
• 0:17
  us
• 0:18
  today.
• 0:18
  I'm
• 0:18
  really
• 0:19
  excited
• 0:19
  to
• 0:19
  talk
• 0:19
  to
• 0:19
  you.
• 0:20
  And
• 0:20
  thanks
• 0:20
  for
• 0:20
  having
• 0:20
  me.
• 0:21
  I'm
• 0:21
  excited
• 0:21
  to
• 0:21
  be
• 0:21
  here.
• 0:22
  Yes.
• 0:23
  Well,
• 0:23
  let's
• 0:23
  start
• 0:24
  by
• 0:24
  just
• 0:24
  giving
• 0:25
  the
• 0:25
  audience
• 0:25
  a
• 0:26
  little
• 0:26
  bit
• 0:26
  of
• 0:26
  your
• 0:27
  background
• 0:27
  because
• 0:28
  you
• 0:28
  and
• 0:28
  I
• 0:28
  were
• 0:28
  catching
• 0:28
  up
• 0:29
  before
• 0:29
  this
• 0:29
  and
• 0:29
  it's
• 0:29
  really,
• 0:30
  really
• 0:30
  impressive.
• 0:30
  You've
• 0:31
  done
• 0:31
  all
• 0:31
  of
• 0:31
  the
• 0:32
  things.
• 0:33
  So
• 0:33
  let's
• 0:33
  just
• 0:33
  kind
• 0:33
  of
• 0:33
  start
• 0:34
  there
• 0:34
  and
• 0:34
  introduce
• 0:34
  you.
• 0:35
  Absolutely.
• 0:36
  So
• 0:36
  I
• 0:37
  oversee
• 0:37
  our
• 0:37
  growth
• 0:38
  marketing
• 0:38
  at
• 0:38
  dsw,
• 0:39
  which
• 0:39
  means
• 0:40
  we're
• 0:40
  really
• 0:40
  thinking
• 0:40
  about
• 0:41
  acquisition,
• 0:41
  engagement
• 0:42
  and
• 0:42
  retention.
• 0:43
  Full
• 0:43
  customer
• 0:43
  life
• 0:44
  cycle
• 0:44
  across
• 0:45
  paid
• 0:45
  media,
• 0:46
  CRM
• 0:46
  and
• 0:46
  loyalty.
• 0:47
  Okay.
• 0:48
  My
• 0:48
  background
• 0:48
  has
• 0:49
  really
• 0:49
  been
• 0:49
  based
• 0:49
  in
• 0:49
  that
• 0:50
  same
• 0:50
  mindset.
• 0:50
  It's
• 0:50
  creating
• 0:51
  the
• 0:51
  best
• 0:51
  customer
• 0:52
  experiences
• 0:53
  for
• 0:53
  some
• 0:53
  pretty
• 0:53
  fun
• 0:54
  brands
• 0:54
  across
• 0:54
  travel,
• 0:55
  hospitality
• 0:56
  and
• 0:56
  restaurants.
• 0:57
  I
• 0:57
  kind
• 0:57
  of
• 0:57
  grew
• 0:58
  up
• 0:58
  in
• 0:58
  loyalty
• 0:58
  at
• 0:59
  Marriott
• 0:59
  and
• 1:00
  had
• 1:00
  a
• 1:00
  chance
• 1:00
  to
• 1:00
  explore
• 1:01
  the
• 1:01
  Marriott
• 1:01
  rewards
• 1:02
  program,
• 1:02
  which
• 1:02
  became
• 1:03
  Marriott
• 1:03
  Bonvoy,
• 1:04
  as
• 1:04
  well
• 1:04
  as
• 1:04
  some
• 1:04
  brand
• 1:04
  management
• 1:05
  and
• 1:05
  partnership
• 1:06
  roles.
• 1:06
  Yeah.
• 1:07
  And
• 1:07
  then
• 1:07
  after
• 1:07
  the
• 1:08
  Pandemic,
• 1:08
  joined
• 1:08
  the
• 1:08
  Burger
• 1:09
  King
• 1:09
  team
• 1:09
  to
• 1:09
  help
• 1:09
  stand
• 1:10
  up
• 1:10
  their
• 1:10
  first
• 1:10
  loyalty
• 1:11
  program.
• 1:11
  Amazing.
• 1:12
  What
• 1:13
  do
• 1:13
  you
• 1:13
  think?
• 1:13
  Like,
• 1:14
  it's
• 1:15
  been
• 1:15
  in
• 1:15
  the
• 1:15
  news,
• 1:16
  We've
• 1:16
  been
• 1:16
  talking
• 1:16
  about
• 1:17
  it
• 1:17
  a
• 1:17
  long
• 1:17
  time.
• 1:18
  People
• 1:18
  are
• 1:19
  all
• 1:19
  getting
• 1:19
  into
• 1:19
  loyalty
• 1:20
  programs.
• 1:20
  What
• 1:21
  do
• 1:21
  you
• 1:21
  think
• 1:22
  are
• 1:22
  the
• 1:22
  kind
• 1:22
  of
• 1:23
  building
• 1:23
  blocks
• 1:23
  of
• 1:24
  a
• 1:24
  solid
• 1:25
  loyalty
• 1:25
  program?
• 1:26
  Are
• 1:26
  there
• 1:27
  things
• 1:27
  that
• 1:27
  exist
• 1:28
  across
• 1:28
  categories
• 1:29
  or
• 1:29
  is
• 1:30
  it
• 1:30
  really
• 1:30
  individual
• 1:31
  to
• 1:31
  each
• 1:31
  network
• 1:32
  or
• 1:32
  each.
• 1:32
  Each
• 1:33
  category.
• 1:33
  It's
• 1:33
  a
• 1:34
  really
• 1:34
  interesting
• 1:34
  time
• 1:35
  for
• 1:35
  loyalty.
• 1:35
  Yeah.
• 1:36
  Customers
• 1:36
  are
• 1:36
  really
• 1:37
  savvy
• 1:38
  and
• 1:38
  they
• 1:38
  understand
• 1:38
  how
• 1:39
  it
• 1:39
  works.
• 1:39
  So
• 1:39
  transactional
• 1:40
  loyalty
• 1:40
  is
• 1:41
  just
• 1:41
  table
• 1:41
  stakes.
• 1:42
  The
• 1:42
  earn
• 1:42
  to
• 1:43
  redeem
• 1:43
  component
• 1:44
  will
• 1:44
  still
• 1:44
  be
• 1:44
  the
• 1:44
  foundation
• 1:45
  of
• 1:45
  many
• 1:45
  loyalty
• 1:45
  programs,
• 1:46
  but
• 1:46
  it's
• 1:46
  an
• 1:46
  emotional
• 1:47
  connection.
• 1:47
  Yeah.
• 1:48
  So.
• 1:48
  So
• 1:48
  we
• 1:48
  have
• 1:48
  to
• 1:48
  think
• 1:49
  about
• 1:49
  what
• 1:49
  our
• 1:49
  customers
• 1:50
  value
• 1:50
  the
• 1:50
  most.
• 1:51
  And
• 1:51
  that
• 1:51
  value
• 1:51
  can
• 1:52
  be
• 1:52
  convenience,
• 1:53
  it
• 1:53
  can
• 1:53
  be
• 1:53
  recognition,
• 1:54
  it
• 1:55
  can
• 1:55
  be
• 1:55
  time
• 1:55
  saving,
• 1:56
  it
• 1:56
  can
• 1:56
  be
• 1:56
  the
• 1:56
  feeling
• 1:57
  of
• 1:57
  being
• 1:57
  known
• 1:57
  by
• 1:57
  a
• 1:58
  brand
• 1:58
  that
• 1:58
  keeps
• 1:59
  them
• 1:59
  coming
• 1:59
  back.
• 2:00
  And
• 2:00
  that's
• 2:00
  what
• 2:00
  we're
• 2:00
  seeking
• 2:01
  to
• 2:01
  do
• 2:01
  at
• 2:01
  DSW
• 2:01
  now.
• 2:02
  It's
• 2:02
  really
• 2:02
  creating
• 2:03
  a
• 2:03
  more
• 2:03
  personalized
• 2:04
  experience
• 2:04
  so
• 2:04
  that
• 2:05
  we
• 2:05
  can
• 2:05
  serve
• 2:05
  them
• 2:05
  up
• 2:06
  the
• 2:06
  best
• 2:06
  DSW
• 2:07
  experience
• 2:07
  that
• 2:07
  they
• 2:08
  can
• 2:08
  get.
• 2:08
  That's
• 2:09
  pretty
• 2:09
  consistent
• 2:09
  with
• 2:10
  what
• 2:10
  I've
• 2:10
  been
• 2:10
  hearing
• 2:11
  from
• 2:11
  other
• 2:11
  retailers
• 2:12
  at
• 2:12
  this
• 2:12
  conference.
• 2:13
  It's
• 2:14
  not
• 2:14
  just
• 2:14
  about
• 2:14
  saving
• 2:15
  money,
• 2:15
  while
• 2:16
  that
• 2:16
  can
• 2:16
  be
• 2:16
  important,
• 2:17
  but
• 2:17
  it
• 2:17
  really
• 2:17
  is
• 2:18
  about,
• 2:18
  like,
• 2:19
  how
• 2:19
  are
• 2:19
  you
• 2:20
  personalizing
• 2:21
  the
• 2:21
  experience
• 2:22
  for
• 2:22
  each
• 2:22
  of
• 2:22
  your
• 2:23
  shoppers
• 2:23
  because
• 2:23
  of
• 2:23
  their
• 2:24
  loyalty?
• 2:24
  Would
• 2:24
  you
• 2:25
  say
• 2:25
  that's
• 2:25
  pretty
• 2:26
  that's
• 2:26
  right
• 2:27
  on
• 2:27
  brand.
• 2:27
  Right
• 2:27
  on.
• 2:27
  Yep.
• 2:28
  Okay.
• 2:28
  Exactly.
• 2:28
  Yeah.
• 2:29
  Time
• 2:29
  is
• 2:29
  money.
• 2:30
  Yeah,
• 2:30
  Right.
• 2:31
  Being
• 2:31
  inspired,
• 2:32
  being
• 2:32
  served
• 2:32
  up
• 2:32
  something
• 2:33
  that's
• 2:33
  new
• 2:33
  and
• 2:33
  exciting
• 2:34
  is
• 2:34
  compelling
• 2:34
  too.
• 2:35
  Yeah.
• 2:35
  And
• 2:36
  for
• 2:36
  us,
• 2:36
  personalization
• 2:37
  means
• 2:37
  understanding
• 2:38
  each
• 2:38
  of
• 2:38
  those
• 2:38
  customer
• 2:39
  needs
• 2:40
  and
• 2:40
  then
• 2:40
  surprising
• 2:40
  and
• 2:41
  delighting
• 2:41
  our
• 2:41
  customers
• 2:42
  in
• 2:42
  that
• 2:42
  way.
• 2:42
  So
• 2:42
  we're
• 2:43
  taking
• 2:43
  a
• 2:43
  wealth
• 2:44
  of
• 2:44
  data.
• 2:44
  Yeah.
• 2:45
  It's
• 2:45
  pretty
• 2:45
  complex,
• 2:46
  but
• 2:46
  to
• 2:46
  the
• 2:46
  customer,
• 2:47
  it
• 2:47
  should
• 2:47
  feel
• 2:47
  really
• 2:47
  intuitive
• 2:48
  and
• 2:48
  simple.
• 2:48
  They
• 2:49
  should
• 2:49
  understand
• 2:49
  that
• 2:49
  DSW
• 2:50
  has
• 2:51
  what
• 2:51
  they
• 2:51
  need.
• 2:51
  Right,
• 2:52
  right,
• 2:52
  right.
• 2:52
  And
• 2:53
  that
• 2:53
  they're
• 2:53
  going
• 2:53
  to
• 2:53
  feel
• 2:53
  rewarded
• 2:54
  every
• 2:54
  time
• 2:54
  they
• 2:54
  shop.
• 2:54
  Well,
• 2:55
  especially
• 2:55
  as
• 2:55
  a
• 2:55
  brand
• 2:55
  that's
• 2:56
  been
• 2:56
  around
• 2:56
  for
• 2:56
  30
• 2:57
  years
• 2:57
  now.
• 2:58
  I
• 2:58
  can't
• 2:58
  believe
• 2:58
  that
• 2:59
  I
• 2:59
  was
• 2:59
  like,
• 2:59
  well,
• 3:00
  I
• 3:00
  suppose
• 3:00
  that
• 3:01
  makes
• 3:01
  sense.
• 3:01
  I
• 3:02
  am
• 3:02
  that
• 3:02
  old.
• 3:03
  But
• 3:04
  like,
• 3:05
  how
• 3:05
  do
• 3:05
  you
• 3:05
  think
• 3:05
  about
• 3:06
  taking
• 3:07
  loyalty
• 3:08
  then
• 3:08
  into
• 3:09
  this
• 3:09
  next
• 3:10
  generation?
• 3:10
  How
• 3:11
  do
• 3:11
  you
• 3:11
  look
• 3:11
  ahead
• 3:12
  at
• 3:12
  what
• 3:13
  those
• 3:13
  important
• 3:14
  components
• 3:15
  will
• 3:15
  be
• 3:15
  for
• 3:15
  your
• 3:15
  DSW
• 3:16
  consumer?
• 3:17
  Is
• 3:17
  it
• 3:17
  different?
• 3:18
  Is
• 3:18
  it
• 3:18
  the
• 3:18
  same?
• 3:19
  What's
• 3:19
  kind
• 3:20
  of
• 3:20
  intriguing
• 3:21
  you
• 3:21
  as
• 3:21
  you
• 3:21
  go
• 3:22
  forward?
• 3:22
  Yeah.
• 3:22
  For
• 3:22
  us,
• 3:23
  it's
• 3:23
  taking
• 3:24
  this
• 3:24
  availability
• 3:24
  of
• 3:25
  data
• 3:25
  and
• 3:25
  just
• 3:25
  filling
• 3:26
  it
• 3:26
  down
• 3:26
  to
• 3:27
  these
• 3:27
  key
• 3:27
  customer
• 3:28
  experiences.
• 3:29
  So
• 3:30
  our
• 3:30
  customers
• 3:30
  don't
• 3:31
  self
• 3:31
  identify
• 3:32
  as
• 3:32
  a
• 3:32
  digital
• 3:32
  shopper
• 3:33
  or
• 3:33
  a
• 3:33
  store
• 3:34
  shopper,
• 3:34
  or
• 3:35
  sometimes
• 3:35
  even
• 3:35
  not
• 3:36
  an
• 3:36
  athletic
• 3:36
  shopper
• 3:36
  or
• 3:37
  a
• 3:37
  trend
• 3:37
  shopper.
• 3:37
  They
• 3:38
  just
• 3:38
  know
• 3:38
  that
• 3:38
  maybe
• 3:39
  they
• 3:39
  need
• 3:39
  something,
• 3:40
  maybe
• 3:40
  they
• 3:40
  want
• 3:41
  to
• 3:41
  be
• 3:41
  inspired.
• 3:42
  We
• 3:42
  can
• 3:42
  create
• 3:42
  a
• 3:43
  really
• 3:43
  cohesive
• 3:43
  experience
• 3:44
  for
• 3:44
  them.
• 3:44
  Right.
• 3:45
  Regardless
• 3:45
  of
• 3:45
  how
• 3:45
  they're
• 3:45
  engaging
• 3:46
  with
• 3:46
  dsw.
• 3:47
  Okay,
• 3:47
  right.
• 3:47
  And
• 3:48
  that's
• 3:48
  what
• 3:48
  we're
• 3:48
  seeking
• 3:48
  to
• 3:48
  do
• 3:49
  with
• 3:49
  loyalty,
• 3:50
  but
• 3:50
  also
• 3:50
  with
• 3:51
  personalization
• 3:51
  and
• 3:52
  the
• 3:52
  automation
• 3:53
  of
• 3:53
  the
• 3:53
  data
• 3:53
  that
• 3:53
  allows
• 3:53
  us
• 3:54
  to
• 3:54
  get
• 3:54
  there.
• 3:54
  And
• 3:55
  Paige,
• 3:55
  how
• 3:55
  do
• 3:55
  you
• 3:56
  think
• 3:56
  about
• 3:57
  the
• 3:57
  technology
• 3:58
  that's
• 3:59
  out
• 3:59
  there
• 3:59
  to
• 3:59
  help
• 4:00
  support
• 4:00
  those
• 4:00
  goals?
• 4:01
  I
• 4:01
  mean,
• 4:01
  we're
• 4:01
  at
• 4:01
  e
• 4:02
  tail.
• 4:02
  There's
• 4:02
  a
• 4:02
  lot
• 4:03
  of
• 4:03
  providers
• 4:04
  here.
• 4:04
  There's
• 4:04
  a
• 4:04
  lot
• 4:04
  of
• 4:04
  people
• 4:05
  on
• 4:05
  stage
• 4:05
  talking
• 4:05
  about
• 4:06
  different
• 4:06
  technologies
• 4:07
  or
• 4:07
  ways
• 4:08
  to
• 4:08
  kind
• 4:08
  of
• 4:08
  get
• 4:08
  to
• 4:09
  that
• 4:10
  end
• 4:10
  goal.
• 4:11
  What's
• 4:11
  priority
• 4:12
  for
• 4:12
  you
• 4:12
  right
• 4:13
  now?
• 4:13
  Yeah.
• 4:14
  We
• 4:14
  are
• 4:14
  using
• 4:15
  technology
• 4:15
  and
• 4:15
  AI
• 4:16
  to
• 4:17
  help
• 4:17
  our
• 4:17
  teams
• 4:18
  build
• 4:18
  muscle
• 4:18
  faster,
• 4:19
  to
• 4:19
  allow
• 4:19
  them
• 4:20
  to
• 4:20
  be
• 4:20
  more
• 4:20
  nimble
• 4:20
  in
• 4:21
  the
• 4:21
  way
• 4:21
  that
• 4:21
  we
• 4:21
  can
• 4:22
  predict
• 4:22
  and
• 4:23
  model
• 4:23
  our
• 4:24
  customers
• 4:24
  behaviors
• 4:25
  so
• 4:25
  they
• 4:25
  can
• 4:25
  really
• 4:25
  be
• 4:26
  focused
• 4:26
  on
• 4:26
  the
• 4:26
  experiential
• 4:27
  piece
• 4:27
  that
• 4:27
  I
• 4:27
  mentioned.
• 4:27
  Right.
• 4:28
  So
• 4:28
  we
• 4:29
  are
• 4:29
  using
• 4:29
  predictive
• 4:30
  modeling
• 4:30
  to
• 4:30
  better
• 4:30
  understand
• 4:31
  the
• 4:31
  channels
• 4:32
  that
• 4:32
  our
• 4:32
  customers
• 4:32
  want
• 4:33
  to
• 4:33
  engage
• 4:33
  with
• 4:33
  us
• 4:33
  in.
• 4:34
  Yeah.
• 4:34
  And
• 4:34
  how
• 4:35
  to
• 4:35
  deliver
• 4:35
  the
• 4:35
  best
• 4:36
  message
• 4:36
  at
• 4:36
  the
• 4:36
  right
• 4:37
  time
• 4:37
  in
• 4:37
  order
• 4:37
  to
• 4:38
  engage.
• 4:38
  Right.
• 4:38
  In
• 4:39
  order
• 4:39
  to
• 4:39
  create
• 4:39
  compelling
• 4:40
  content.
• 4:40
  Yeah,
• 4:41
  yeah.
• 4:42
  And
• 4:42
  so
• 4:42
  that
• 4:42
  kind
• 4:42
  of
• 4:42
  pivot
• 4:43
  for
• 4:43
  us
• 4:43
  has
• 4:43
  allowed
• 4:44
  us
• 4:44
  to
• 4:44
  spend
• 4:44
  some
• 4:44
  time
• 4:45
  going
• 4:45
  slow
• 4:46
  so
• 4:46
  that
• 4:46
  now
• 4:46
  we
• 4:46
  can
• 4:46
  go
• 4:47
  fast
• 4:47
  and
• 4:47
  bring
• 4:47
  it
• 4:48
  forward
• 4:48
  to
• 4:48
  our
• 4:48
  customers.
• 4:49
  What
• 4:49
  would
• 4:49
  you
• 4:50
  say
• 4:50
  is
• 4:50
  like
• 4:51
  in
• 4:51
  your
• 4:51
  day
• 4:51
  to
• 4:51
  day,
• 4:52
  what's
• 4:52
  the,
• 4:52
  like,
• 4:53
  most
• 4:54
  applicable
• 4:56
  application
• 4:57
  of
• 4:57
  AI?
• 4:57
  That's
• 4:58
  like
• 4:58
  changing
• 4:58
  your
• 4:59
  team's
• 4:59
  workload
• 5:00
  on
• 5:00
  a
• 5:00
  day
• 5:00
  to
• 5:00
  day
• 5:01
  basis.
• 5:01
  Yeah.
• 5:02
  For
• 5:02
  us,
• 5:03
  it
• 5:03
  really
• 5:03
  is
• 5:03
  around
• 5:03
  predictive
• 5:04
  modeling
• 5:05
  and
• 5:05
  omnichannel
• 5:06
  analytics.
• 5:06
  Yep.
• 5:07
  The.
• 5:07
  Just
• 5:08
  as
• 5:08
  I
• 5:08
  said,
• 5:08
  one
• 5:08
  size
• 5:09
  doesn't
• 5:09
  fit
• 5:09
  all
• 5:09
  loyalty,
• 5:10
  one
• 5:10
  size
• 5:11
  doesn't
• 5:11
  fit
• 5:11
  all
• 5:11
  with
• 5:11
  value.
• 5:12
  And
• 5:13
  so
• 5:13
  we
• 5:13
  are
• 5:13
  able
• 5:13
  to
• 5:14
  observe
• 5:14
  through
• 5:15
  the
• 5:15
  ways
• 5:15
  that
• 5:15
  our
• 5:15
  customers
• 5:16
  are
• 5:16
  shopping
• 5:16
  with
• 5:16
  us
• 5:17
  what
• 5:17
  they're
• 5:18
  feeling
• 5:18
  in
• 5:18
  the
• 5:18
  moment,
• 5:19
  in
• 5:19
  the
• 5:19
  season
• 5:19
  that
• 5:20
  they're
• 5:20
  most
• 5:20
  interested
• 5:20
  in.
• 5:20
  Interesting.
• 5:21
  Okay.
• 5:21
  And
• 5:21
  for
• 5:21
  my
• 5:22
  team,
• 5:22
  that
• 5:22
  means
• 5:22
  crafting
• 5:23
  special
• 5:23
  offers
• 5:24
  based
• 5:24
  on
• 5:24
  the
• 5:25
  way
• 5:25
  a
• 5:25
  customer
• 5:25
  is
• 5:25
  browsing
• 5:26
  or
• 5:26
  the
• 5:26
  way
• 5:26
  they're
• 5:26
  indicating
• 5:27
  that
• 5:27
  they're
• 5:27
  ready
• 5:27
  to
• 5:28
  purchase.
• 5:28
  It's
• 5:29
  rising
• 5:30
  delights.
• 5:30
  Yeah.
• 5:31
  And
• 5:31
  it's
• 5:31
  loyalty
• 5:31
  exclusives.
• 5:32
  Okay,
• 5:33
  that's
• 5:33
  really
• 5:34
  cool.
• 5:35
  You
• 5:36
  were
• 5:36
  just
• 5:36
  on
• 5:36
  stage.
• 5:37
  What
• 5:38
  did
• 5:38
  you
• 5:39
  talk
• 5:39
  about
• 5:39
  on
• 5:39
  stage?
• 5:40
  What
• 5:40
  do
• 5:40
  you
• 5:40
  kind
• 5:40
  of
• 5:40
  hope
• 5:40
  the
• 5:40
  audience
• 5:41
  took
• 5:41
  away
• 5:41
  from
• 5:42
  that
• 5:42
  session?
• 5:43
  Yeah,
• 5:43
  we
• 5:43
  were
• 5:43
  really
• 5:44
  bringing
• 5:44
  our
• 5:44
  audience
• 5:44
  along
• 5:45
  on
• 5:45
  this
• 5:45
  journey.
• 5:46
  From
• 5:46
  one
• 5:46
  size
• 5:46
  fits
• 5:47
  all
• 5:47
  to
• 5:47
  personalization.
• 5:48
  Okay.
• 5:48
  And
• 5:48
  it
• 5:48
  doesn't
• 5:49
  have
• 5:49
  to
• 5:49
  be
• 5:49
  granular
• 5:50
  personalization.
• 5:51
  It
• 5:51
  can
• 5:51
  be
• 5:51
  that
• 5:51
  kind
• 5:51
  of
• 5:51
  automated
• 5:52
  feel
• 5:53
  for
• 5:53
  a
• 5:53
  single
• 5:53
  customer.
• 5:54
  And
• 5:54
  you
• 5:54
  can
• 5:54
  be
• 5:54
  shopping
• 5:55
  with
• 5:55
  us
• 5:55
  today
• 5:56
  and
• 5:56
  your
• 5:56
  needs
• 5:57
  are
• 5:57
  going
• 5:57
  to
• 5:57
  feel
• 5:57
  very
• 5:57
  different
• 5:58
  than
• 5:58
  what
• 5:58
  they
• 5:58
  were
• 5:58
  probably
• 5:59
  last
• 5:59
  summer
• 5:59
  when
• 6:00
  you're
• 6:00
  thinking
• 6:00
  about
• 6:00
  your
• 6:00
  travel
• 6:01
  plans.
• 6:01
  Right,
• 6:01
  Right.
• 6:02
  In
• 6:02
  Minnesota,
• 6:03
  you're
• 6:03
  still
• 6:03
  very
• 6:03
  much
• 6:03
  in
• 6:04
  boot
• 6:04
  weather.
• 6:04
  Yes.
• 6:05
  And
• 6:05
  so
• 6:05
  for
• 6:05
  us,
• 6:06
  loyalty
• 6:06
  is
• 6:07
  showing
• 6:07
  you
• 6:07
  the
• 6:08
  best
• 6:08
  that
• 6:08
  we
• 6:08
  have
• 6:08
  to
• 6:09
  offer.
• 6:09
  And
• 6:09
  so
• 6:10
  we
• 6:10
  may
• 6:10
  offer
• 6:10
  you
• 6:11
  an
• 6:12
  incentive
• 6:12
  to
• 6:12
  start
• 6:12
  thinking
• 6:13
  early
• 6:13
  about
• 6:13
  spring.
• 6:14
  We
• 6:14
  may
• 6:14
  offer
• 6:14
  you
• 6:15
  the
• 6:15
  best
• 6:15
  boots
• 6:15
  that
• 6:15
  are
• 6:16
  available
• 6:16
  because
• 6:16
  we
• 6:16
  know
• 6:16
  there's
• 6:17
  a
• 6:17
  snowstorm
• 6:17
  coming.
• 6:18
  And
• 6:19
  so
• 6:19
  we're
• 6:19
  constantly
• 6:19
  thinking
• 6:20
  about
• 6:20
  that
• 6:20
  piece
• 6:20
  when
• 6:21
  it
• 6:21
  comes
• 6:21
  to
• 6:21
  personalization.
• 6:22
  And
• 6:22
  how,
• 6:23
  how
• 6:23
  much
• 6:23
  more
• 6:24
  quickly
• 6:24
  are
• 6:24
  you
• 6:24
  able
• 6:25
  to
• 6:25
  do
• 6:25
  that?
• 6:25
  Because
• 6:25
  I
• 6:25
  have
• 6:26
  to
• 6:26
  imagine
• 6:26
  like
• 6:27
  in
• 6:27
  the
• 6:27
  past
• 6:28
  and
• 6:28
  you've
• 6:28
  been
• 6:28
  doing
• 6:29
  loyalty
• 6:29
  for
• 6:30
  a
• 6:30
  long
• 6:30
  time
• 6:30
  in
• 6:30
  your
• 6:31
  work.
• 6:31
  I
• 6:32
  mean,
• 6:32
  what,
• 6:32
  what
• 6:32
  did
• 6:33
  it
• 6:33
  look
• 6:33
  like
• 6:33
  before
• 6:34
  AI
• 6:34
  and
• 6:35
  what
• 6:35
  does
• 6:35
  it
• 6:35
  look
• 6:35
  like
• 6:36
  now?
• 6:36
  I
• 6:36
  mean,
• 6:36
  how
• 6:36
  quickly
• 6:37
  can
• 6:37
  you
• 6:37
  turn
• 6:37
  over
• 6:37
  those
• 6:38
  offers
• 6:38
  or
• 6:38
  to
• 6:38
  know,
• 6:39
  like,
• 6:39
  there's
• 6:40
  going
• 6:40
  to
• 6:40
  be
• 6:40
  a
• 6:40
  snowstorm,
• 6:41
  we
• 6:41
  should
• 6:41
  probably
• 6:41
  shoot
• 6:41
  them
• 6:41
  an
• 6:42
  offer
• 6:42
  for
• 6:42
  these
• 6:42
  things.
• 6:43
  Yes.
• 6:43
  Well,
• 6:44
  segmentation
• 6:45
  and
• 6:45
  personalized
• 6:45
  customer
• 6:46
  journeys
• 6:46
  are
• 6:46
  nothing
• 6:46
  new
• 6:47
  to
• 6:47
  loyalty
• 6:47
  marketing.
• 6:48
  Right.
• 6:48
  But
• 6:48
  this
• 6:48
  real
• 6:49
  time
• 6:49
  component
• 6:50
  very
• 6:50
  much
• 6:50
  is.
• 6:51
  Okay.
• 6:51
  And
• 6:51
  so
• 6:52
  we're
• 6:52
  able
• 6:52
  to
• 6:52
  very
• 6:53
  quickly
• 6:53
  understand
• 6:54
  what
• 6:54
  you're
• 6:55
  looking
• 6:55
  for
• 6:55
  and
• 6:55
  how
• 6:56
  to
• 6:56
  bring
• 6:56
  you
• 6:56
  along
• 6:56
  on
• 6:57
  this
• 6:57
  journey.
• 6:57
  Whether
• 6:57
  you
• 6:58
  start
• 6:58
  your
• 6:59
  shopping
• 6:59
  journey
• 6:59
  with
• 7:00
  DSW
• 7:00
  in
• 7:00
  search
• 7:01
  or
• 7:01
  social,
• 7:01
  whether
• 7:02
  you
• 7:02
  walk
• 7:02
  into
• 7:02
  a
• 7:03
  store
• 7:03
  to
• 7:03
  browse
• 7:03
  for
• 7:03
  the
• 7:03
  first
• 7:04
  time.
• 7:04
  Right.
• 7:04
  We
• 7:05
  want
• 7:05
  to
• 7:05
  very
• 7:05
  quickly
• 7:06
  be
• 7:06
  Able
• 7:06
  to
• 7:06
  show
• 7:06
  you
• 7:07
  that
• 7:07
  there's
• 7:08
  depth
• 7:08
  and
• 7:08
  breadth
• 7:08
  of
• 7:09
  selection,
• 7:09
  but
• 7:09
  also
• 7:09
  value
• 7:10
  to
• 7:10
  be
• 7:10
  had.
• 7:10
  Right.
• 7:11
  How.
• 7:12
  How
• 7:12
  are
• 7:12
  you
• 7:13
  sharing
• 7:13
  some
• 7:13
  of
• 7:13
  that
• 7:14
  information?
• 7:14
  Because
• 7:14
  I
• 7:15
  think
• 7:15
  what.
• 7:16
  What
• 7:16
  doesn't
• 7:16
  often
• 7:17
  get
• 7:17
  talked
• 7:17
  about
• 7:17
  enough
• 7:18
  is
• 7:18
  how
• 7:18
  loyalty
• 7:19
  is
• 7:19
  really
• 7:19
  the
• 7:20
  foundation
• 7:20
  of
• 7:20
  the
• 7:21
  future
• 7:21
  growth
• 7:22
  initiatives
• 7:22
  for
• 7:23
  a
• 7:23
  lot
• 7:23
  of
• 7:23
  retailers
• 7:24
  and
• 7:24
  brands
• 7:24
  out
• 7:24
  there
• 7:24
  right
• 7:25
  now.
• 7:25
  How
• 7:25
  do
• 7:25
  you
• 7:26
  think
• 7:26
  about
• 7:26
  kind
• 7:26
  of
• 7:27
  taking
• 7:27
  everything
• 7:27
  that
• 7:28
  you're
• 7:28
  learning
• 7:28
  with
• 7:28
  these,
• 7:29
  this
• 7:29
  predictive
• 7:29
  modeling
• 7:30
  and,
• 7:31
  you
• 7:31
  know,
• 7:31
  sharing
• 7:31
  that
• 7:32
  out
• 7:32
  to
• 7:32
  the
• 7:32
  rest
• 7:32
  of
• 7:32
  your
• 7:33
  organization
• 7:33
  so
• 7:34
  that
• 7:34
  you
• 7:34
  can
• 7:34
  kind
• 7:34
  of
• 7:34
  work
• 7:35
  together
• 7:35
  as
• 7:35
  an
• 7:36
  industry
• 7:36
  to
• 7:36
  be
• 7:37
  inspired.
• 7:37
  Inspired
• 7:37
  by
• 7:38
  what
• 7:38
  your
• 7:38
  customers,
• 7:39
  your
• 7:39
  most
• 7:39
  loyal
• 7:39
  customers
• 7:40
  are
• 7:40
  telling
• 7:40
  you
• 7:40
  and
• 7:41
  kind
• 7:41
  of
• 7:41
  move
• 7:41
  the
• 7:41
  business
• 7:42
  forward
• 7:42
  in
• 7:42
  that
• 7:42
  direction.
• 7:43
  Yeah.
• 7:43
  As
• 7:44
  much
• 7:44
  as
• 7:44
  I
• 7:44
  love
• 7:44
  the
• 7:45
  art
• 7:45
  side
• 7:45
  of
• 7:46
  loyalty,
• 7:46
  the
• 7:46
  emotional
• 7:47
  connection,
• 7:48
  there's
• 7:48
  still
• 7:48
  the
• 7:48
  science.
• 7:49
  And
• 7:49
  for
• 7:49
  us,
• 7:49
  that
• 7:50
  science
• 7:50
  pays
• 7:50
  off
• 7:50
  through
• 7:51
  customer
• 7:51
  lifetime
• 7:52
  value.
• 7:52
  Okay,
• 7:52
  so
• 7:53
  we
• 7:53
  think
• 7:53
  about
• 7:53
  the
• 7:53
  success
• 7:54
  of
• 7:54
  our
• 7:54
  program
• 7:55
  through
• 7:55
  that
• 7:55
  customer
• 7:55
  lifetime
• 7:56
  value
• 7:56
  metric.
• 7:57
  It
• 7:57
  is
• 7:57
  how
• 7:58
  many
• 7:58
  customers,
• 7:58
  new
• 7:58
  customers
• 7:59
  we're
• 7:59
  bringing
• 7:59
  in,
• 8:00
  how
• 8:00
  often
• 8:00
  we're
• 8:00
  engaging
• 8:01
  with
• 8:01
  them,
• 8:01
  and
• 8:02
  the
• 8:02
  length
• 8:02
  of
• 8:02
  time
• 8:03
  they're
• 8:03
  willing
• 8:03
  to
• 8:03
  spend
• 8:03
  with
• 8:03
  us.
• 8:04
  When
• 8:04
  we
• 8:05
  pair
• 8:05
  that
• 8:05
  with
• 8:05
  DSW's
• 8:06
  current
• 8:06
  brand
• 8:07
  work,
• 8:07
  which
• 8:07
  our
• 8:07
  CMO,
• 8:08
  Sarah
• 8:08
  Crockett,
• 8:08
  spoke
• 8:09
  to
• 8:09
  yesterday,
• 8:10
  that
• 8:11
  package
• 8:11
  together
• 8:12
  allows
• 8:12
  us
• 8:12
  to
• 8:13
  show
• 8:13
  loyalty
• 8:13
  is
• 8:13
  the
• 8:14
  component
• 8:14
  that
• 8:14
  brings
• 8:14
  forward
• 8:15
  that
• 8:15
  DSW
• 8:16
  brand's
• 8:16
  payoff.
• 8:17
  I
• 8:17
  love
• 8:17
  that
• 8:18
  you
• 8:18
  two
• 8:18
  are
• 8:19
  in
• 8:19
  lockstep
• 8:20
  together.
• 8:21
  It
• 8:21
  shows,
• 8:22
  I
• 8:22
  think,
• 8:22
  the
• 8:23
  true
• 8:24
  foundational
• 8:24
  elements
• 8:25
  of
• 8:25
  having
• 8:26
  success
• 8:26
  when
• 8:27
  loyalty
• 8:27
  and
• 8:27
  marketing
• 8:28
  are
• 8:28
  so
• 8:29
  tied
• 8:29
  together
• 8:29
  with
• 8:30
  the
• 8:30
  same
• 8:30
  mission.
• 8:30
  And
• 8:31
  you're
• 8:31
  using
• 8:31
  a
• 8:31
  lot
• 8:31
  of
• 8:31
  data
• 8:32
  to
• 8:32
  support
• 8:32
  those
• 8:32
  decisions,
• 8:33
  too.
• 8:33
  It
• 8:33
  sounds
• 8:33
  like
• 8:34
  too.
• 8:34
  That's
• 8:35
  right.
• 8:35
  So
• 8:35
  foundationally
• 8:36
  strong
• 8:36
  in
• 8:36
  data
• 8:37
  should
• 8:38
  create
• 8:38
  a
• 8:38
  really
• 8:38
  seamless
• 8:39
  and
• 8:39
  exciting
• 8:39
  customer
• 8:40
  experience
• 8:41
  out
• 8:41
  in
• 8:41
  the
• 8:41
  wild.
• 8:41
  And
• 8:42
  that's
• 8:42
  what
• 8:42
  we're
• 8:42
  seeking
• 8:43
  to
• 8:43
  do,
• 8:43
  is
• 8:44
  create
• 8:44
  momentum
• 8:44
  together
• 8:45
  through
• 8:45
  the
• 8:45
  brand
• 8:46
  component,
• 8:46
  but
• 8:47
  also
• 8:47
  through
• 8:47
  loyalty
• 8:48
  and
• 8:48
  through
• 8:48
  CRM.
• 8:48
  So
• 8:49
  the
• 8:49
  way
• 8:49
  we
• 8:49
  tell
• 8:49
  the
• 8:49
  stories.
• 8:50
  Okay,
• 8:51
  Paige,
• 8:51
  let's
• 8:51
  close
• 8:52
  out
• 8:52
  with
• 8:52
  this
• 8:52
  question.
• 8:53
  What
• 8:54
  are
• 8:54
  you
• 8:54
  most
• 8:54
  excited
• 8:55
  about
• 8:55
  doing
• 8:56
  this
• 8:57
  year
• 8:57
  in
• 8:57
  your
• 8:57
  role
• 8:57
  at
• 8:57
  dsw?
• 8:58
  Building.
• 8:59
  Building
• 8:59
  and
• 9:00
  building.
• 9:00
  Right.
• 9:00
  Hey,
• 9:01
  talk
• 9:01
  a
• 9:01
  lot
• 9:01
  about
• 9:01
  the
• 9:02
  data.
• 9:02
  For
• 9:02
  me,
• 9:03
  you
• 9:03
  know,
• 9:03
  it's
• 9:03
  taking
• 9:04
  these
• 9:04
  disciplines,
• 9:05
  this
• 9:05
  muscle
• 9:05
  around
• 9:06
  our
• 9:06
  omnichannel
• 9:07
  analytics
• 9:08
  and
• 9:08
  the
• 9:08
  predictive
• 9:09
  modeling,
• 9:09
  and
• 9:10
  bringing
• 9:10
  it
• 9:10
  together
• 9:11
  so
• 9:11
  that
• 9:11
  it
• 9:11
  really
• 9:11
  does
• 9:12
  feel
• 9:12
  like
• 9:12
  a
• 9:12
  holistic
• 9:13
  customer
• 9:13
  experience
• 9:14
  rather
• 9:14
  than
• 9:15
  a
• 9:15
  really
• 9:15
  strong
• 9:15
  CRM
• 9:16
  program
• 9:16
  or
• 9:16
  a
• 9:16
  really
• 9:17
  strong
• 9:17
  loyalty
• 9:17
  program.
• 9:17
  A
• 9:18
  really
• 9:18
  great
• 9:18
  brand
• 9:18
  message.
• 9:19
  Yeah.
• 9:19
  For
• 9:20
  me,
• 9:20
  the
• 9:20
  end
• 9:20
  goal
• 9:20
  is
• 9:21
  that
• 9:21
  the
• 9:21
  customer
• 9:22
  just
• 9:23
  knows
• 9:23
  they
• 9:23
  love
• 9:23
  dsw.
• 9:24
  DSW
• 9:24
  is
• 9:25
  top
• 9:25
  of
• 9:25
  mind.
• 9:25
  It's
• 9:26
  going
• 9:26
  to
• 9:26
  be
• 9:26
  their
• 9:26
  first
• 9:26
  shop
• 9:28
  behind
• 9:28
  the
• 9:28
  scenes.
• 9:29
  That
• 9:29
  means
• 9:29
  all
• 9:29
  of
• 9:29
  our
• 9:29
  teams
• 9:29
  are
• 9:30
  working
• 9:30
  seamlessly
• 9:30
  together.
• 9:31
  And
• 9:31
  we're
• 9:31
  able
• 9:31
  to
• 9:31
  connect
• 9:31
  the
• 9:32
  dots.
• 9:32
  Right,
• 9:32
  with
• 9:33
  all
• 9:33
  of
• 9:33
  the
• 9:33
  data
• 9:33
  that's
• 9:34
  growing.
• 9:34
  Right.
• 9:35
  Oh,
• 9:35
  fantastic.
• 9:36
  Well,
• 9:36
  Paige,
• 9:36
  thank
• 9:37
  you
• 9:37
  so
• 9:37
  much
• 9:37
  for
• 9:37
  taking
• 9:38
  the
• 9:38
  time
• 9:38
  to
• 9:38
  stop
• 9:39
  by
• 9:39
  and
• 9:39
  share
• 9:40
  details
• 9:40
  about
• 9:40
  your
• 9:40
  session
• 9:41
  and
• 9:41
  just
• 9:41
  your
• 9:41
  vision
• 9:42
  for
• 9:42
  loyalty
• 9:44
  at
• 9:44
  dsw.
• 9:45
  Thanks
• 9:46
  to
• 9:46
  all
• 9:46
  of
• 9:46
  you
• 9:46
  who've
• 9:47
  been
• 9:47
  following
• 9:47
  along
• 9:47
  at
• 9:48
  home.
• 9:49
  And
• 9:49
  finally,
• 9:49
  thank
• 9:50
  you
• 9:50
  to
• 9:50
  Net
• 9:50
  Elixir
• 9:51
  for
• 9:51
  making
• 9:51
  all
• 9:51
  of
• 9:51
  our
• 9:52
  coverage
• 9:52
  here
• 9:52
  at
• 9:52
  the
• 9:53
  show
• 9:53
  possible.
• 9:53
  They
• 9:54
  are
• 9:54
  still
• 9:54
  here.
• 9:55
  They're
• 9:55
  at
• 9:55
  booth
• 9:55
  501,
• 9:56
  so
• 9:56
  go
• 9:56
  check
• 9:57
  them
• 9:57
  out
• 9:57
  in
• 9:57
  between
• 9:58
  sessions
• 9:58
  and
• 9:58
  interviews.
• 9:59
  And
• 9:59
  until
• 10:00
  next
• 10:00
  time,
• 10:01
  be
• 10:01
  careful
• 10:02
  out
• 10:02
  there.