The Current Podcast: Episode Summary

Title: DSW’s Sarah Crockett on Building a Flexible Brand for Unpredictable Times
Release Date: May 7, 2025
Host/Authors: Damien Fowler & Ilise Lifring
Guest: Sarah Crockett, Global Chief Marketing Officer at Designer Shoe Warehouse (DSW)

Introduction

In this episode of The Current Podcast, hosts Damien Fowler and Ilise Lifring engage in an insightful conversation with Sarah Crockett, the Global Chief Marketing Officer (CMO) at Designer Shoe Warehouse (DSW). Celebrating her first year in the role, Sarah discusses the comprehensive brand refresh and digital upgrades she has spearheaded to position DSW as a flexible and resilient brand in today’s unpredictable market landscape.

One-Year Journey and Brand Refresh

Sarah Crockett reflects on her inaugural year at DSW, emphasizing the strategic initiatives undertaken to better understand and serve the evolving consumer base.

“This initiative has started with us just getting a heck of a lot smarter on our customer... understanding what their needs are and how they're being served in the market...”
[02:06]

Sarah outlines the transition from deep consumer research to the creative expression phase, where DSW is redefining its visual and tonal brand identity to resonate with modern consumers.

Recognizing Shifts in Consumer Behavior

Addressing the dynamic changes in the retail and footwear sectors over the past five years, Sarah highlights the necessity for continuous evaluation to stay aligned with consumer expectations.

“The consumer's changing so rapidly... our chance to really meet the consumer in their new mindset.”
[02:18]

She delves into how the shift from traditional office cultures to at-home work environments during the COVID-19 pandemic has altered footwear purchasing behaviors, necessitating adjustments in DSW’s product assortment and marketing strategies.

Navigating Economic Uncertainty and Supply Chain Challenges

With the onset of new tariffs and global supply chain disruptions, DSW faces potential price increases. Sarah emphasizes transparency as a cornerstone of their marketing approach during these uncertain times.

“Our priority is to be transparent with our consumer. We wanted to fill in the blank so that they knew how DSW was managing this change.”
[04:25]

She discusses the importance of maintaining flexibility within the marketing and creative teams to swiftly adapt messaging and strategies in response to ongoing economic fluctuations.

Omnichannel Marketing Strategy and New Channels

Sarah reveals that DSW has launched seven new marketing channels to enhance their omnichannel presence, aiming to intersect with consumers on platforms they naturally engage with.

“Channel mix is such an important part of any marketing strategy... understanding how different channels can be used to create different outcomes.”
[06:49]

Key channels include:

• Omnimeta: Tailored, store-specific marketing within the Meta platform.
• Digital Direct Mail: Personalized digital outreach to consumers.
• Streaming Audio & TV: Leveraging audio platforms for storytelling and visual streaming for broader reach.
• Influencer Partnerships: Engaging with influencers to amplify brand messages.

Understanding and Targeting a Diverse Consumer Base

Given DSW’s broad consumer demographics, Sarah discusses the importance of identifying a shared customer mindset that appeals across generations, from Gen Z to Baby Boomers.

“We did identify a very clear customer mindset that transcends generations... ensuring that DSW intersects with our target consumer audiences... is our focus.”
[08:43]

This approach allows DSW to maintain relevance and appeal to both existing and new customers by addressing universal values and preferences.

Loyalty Programs and Retail Media Network

DSW’s loyalty program has been a significant focus, with millions of customers enrolled in the VIP program. Sarah highlights ongoing enhancements aimed at nurturing and expanding these customer relationships.

“Our VIP program has been adopted by many, many customers... we are in the process of looking at that program, evaluating where we can continue to make enhancements.”
[10:06]

Additionally, the launch of a retail media network strengthens DSW’s partnerships with vendors, enabling more targeted content and messaging to consumers.

Integrating Physical Stores with Digital Channels

Despite the digital pivot, DSW’s physical stores remain a pivotal marketing channel. Sarah emphasizes the unique value of in-person experiences and the crucial role of store staff in fostering consumer relationships.

“Our stores are our number one marketing channel... experiential activations in our stores... create additional value for our consumers.”
[11:47]

With over 500 stores, DSW leverages physical locations to complement digital efforts, catering to consumers who prefer tactile shopping experiences, particularly within the footwear category.

Measuring Success: KPIs and Customer Feedback

Sarah outlines DSW’s dual approach to tracking success through both qualitative and quantitative metrics. Key performance indicators (KPIs) include customer lifetime value, retention rates, acquisition metrics, and brand equity measurements.

“A combination of qualitative and quantitative is always a good solution.”
[13:16]

Daily customer feedback from various touchpoints informs DSW’s strategies, ensuring that marketing initiatives align with consumer expectations and drive desired outcomes.

Unexpected Insights from New Marketing Channels

Among the new channels, streaming audio has exceeded expectations for DSW. Sarah attributes this success to effective verbal storytelling, which contrasts with the predominantly visual nature of their other marketing efforts.

“Streaming audio... it's really about a verbal storytelling... an opportunity to yet again intersect with the consumer's journey.”
[15:49]

This unexpected success underscores the potential of audio platforms in reaching and engaging audiences in meaningful ways.

Adapting to Gen Z Preferences

DSW recognizes the resurgence of brick-and-mortar shopping among Gen Z consumers. Sarah explains how DSW integrates digital and physical experiences to meet this preference without compromising digital engagement.

“There's no longer a digital and physical world... we need to find new ways to communicate... to drive that physical store outcome.”
[16:12]

This seamless integration ensures that DSW remains accessible and appealing to younger demographics who value both in-person and digital interactions.

Responding to Economic Anxiety in Media Strategy

Economic uncertainties have heightened consumer anxiety around spending. Sarah emphasizes that DSW’s media strategy focuses more on messaging and creative content rather than just media placements.

“The largest impact is on the messaging and the creative... what is the creative message that you illuminating to drive that, that value creation.”
[17:26]

By highlighting DSW’s value proposition, the brand aligns its messaging with consumer priorities, reinforcing its position as a dependable source for quality and affordability.

Incorporating AI into Marketing Strategies

DSW actively explores AI to enhance marketing efficiency, from media buying to creative content development. Sarah views AI as a tool for increasing effectiveness rather than replacing human roles.

“People who use AI are likely to replace people who don't use AI... all aimed at efficiency.”
[18:51]

This strategic adoption of AI enables DSW to streamline operations and deliver more personalized and impactful marketing campaigns.

Digital Marketing Trends: Overhyped vs. Underhyped

When prompted about digital marketing trends, Sarah identifies visual search as an underhyped yet highly valuable tool that accelerates the customer journey by enabling quick product discovery.

“Visual search... shorten that journey from... taking a snap of it and find exactly what you're looking for.”
[19:57]

Conversely, while not explicitly naming overhyped trends, Sarah notes that previous technologies like the metaverse did not meet expectations, leading to a more discerning approach to adopting new digital innovations.

Admiration for Non-Retail Brands Leveraging Digital Innovation

Sarah expresses admiration for the National Hockey League (NHL) for their innovative digital content strategies, including humanizing player stories and introducing engaging formats like the four nations format.

“The NHL has been a fascinating organization to watch... their app is incredible... phenomenal to watch and I just give them so much respect.”
[21:27]

This acknowledgment highlights DSW’s appreciation for effective digital storytelling and community engagement beyond the retail industry.

DSW’s Favorite Digital Innovation and Campaigns

Although looking forward to future initiatives, Sarah shares enthusiasm for recent social media engagements with influencers and user-generated content that have driven community interaction and brand visibility.

“We're seeing those green shoots as a result within our content strategies... something that just gives me a ton of joy.”
[22:51]

A notable example includes a viral Easter shoe shopping reel by influencer Natasha Lauren, demonstrating the positive impact of authentic user interactions on brand perception.

Impactful Customer Feedback

A heartfelt example of customer engagement is a handwritten note received by DSW, underscoring the brand as a joyful and exploratory destination for consumers.

“DSW is a place that you can go and escape and wonder... something that gives you joy.”
[24:26]

This feedback reinforces DSW’s commitment to creating a fun and fulfilling shopping experience, both in-store and online.

Hosts’ Reflections and Key Takeaways

Ilise Lifring highlights DSW’s transparent marketing approach amidst economic challenges and the strategic shift towards broad-based marketing that emphasizes category-level communication over specific styles.

Damien Fowler points out the significance of DSW’s 500-store footprint as a vital marketing asset and the surprising effectiveness of streaming audio as a non-visual channel, underscoring the multifaceted nature of omnichannel strategies.

Conclusion

Sarah Crockett’s insights reveal how DSW is navigating a complex and rapidly changing retail environment through strategic brand refreshes, omnichannel marketing, and a deep understanding of consumer behavior. By prioritizing transparency, flexibility, and innovation, DSW continues to build a resilient and engaging brand poised for future growth.

Notable Quotes:

• “We are an omnichannel business. Our channel strategy needs to reflect an Omni strategy.” — Sarah Crockett, [07:53]
• “People who use AI are likely to replace people who don't use AI.” — Sarah Crockett, [18:51]
• “Streaming audio... it's really about a verbal storytelling.” — Sarah Crockett, [15:49]

Credits:
Produced by Molten Heart
Theme by Love and Caliber
Current Team: Kat Fessy & Sydney Cairns