Hart Leggett

I’ve purchased three pairs of shoes since I began working on this case study, and I couldn't be happier.

In fact, I’m looking forward to visiting my local DSW again this weekend to donate an older pair of shoes that never fit quite right. That’ll earn me another 50 VIP points and a reward credit. I might even indulge in some summer sandals while I’m there, which will bump me up to the next loyalty level for more benefits.

DSW has more than 500 locations in 44 states, and I’m not the only one who finds the retailer’s loyalty platform irresistible. Since DSW VIP launched, the brand’s new customer rate is up nine percent. Over 90% of all DSW's transactions go through the platform, and both repeat customers and customer spend have increased significantly.

It’s partially the well-designed tiers, generous offers, and robust app, but what’s truly compelling is that rewards, offers, and upgrades arrive in near real-time. With the previous, batch-based system, they could take a full day or more to appear. Now, customers making in-store purchases typically get an email or notification before they hit the front door on their way out: “You earned a $5 award!”

“Do they ever turn right back around and buy something else?” I asked a store employee.

“Oh yes, I’ve seen that,” she nodded.

And that’s the power of the cloud. The Google Cloud in this case, with help from Slalom.

Increased compliance · Higher productivity · More profits · Protecting your staff · Increasing employee satisfaction · Generating positive PR for

How Much to Spend on Marketing Based on Expert Suggestions Marketing experts and agencies often recommend that small businesses spend anywhere from 7-8 percent of their gross revenue on marketing And, according to a study, small businesses tend to follow this rule, spending around 3-5 percent