DSW launches new VIP rewards program in Canada

By

Jennifer Braun

Published
Jun 27, 2019

DSW Canada is the latest retailer to revamp its loyalty program for Canadian members.

The Ohio-based footwear and accessories company announced this week the launch of its DSW VIP loyalty program to more than a million Canadian loyalty members. The revamped loyalty program was created through ongoing feedback and a survey of over 4,300 female loyalty members, in order to offer a more personalized experience for members and more relevant rewards.

“We’re thrilled to be able to innovate the loyalty experience for our customers in Canada”, said Mary Turner, president of Canadian Operations, in a news statement.

“DSW VIP takes loyalty to the next level with emotional experiences and compelling benefits that inspire our customers’ self-expression. Our members are very important to us, so we want them to feel like a true VIP when shopping at DSW.”

The new program introduces three member tiers: VIP Club (free to join), VIP Gold ($200 annual spend), and VIP Elite ($500 annual spend). It offers free shipping at every tier, and tiered benefits based on customer spend.

New to the rewards program is the chance to earn points by donating new or gently used shoes at any DSW store. The company has also launched the DSW Canada app where members can access their DSW VIP rewards anytime in one easy-to-redeem location.

U.S. department stores have been reinventing their trusty loyalty programs to compete with e-commerce offerings, over the last couple of years. Major U.S. retailers, like Macy's and Nordstrom have spent billions of dollars to overhaul their existing programs or launch new loyalty schemes altogether.

In Canada, Nordstrom expanded its loyalty program to include the Nordstrom Rewards Visa credit card in 2017.

Last month, parent company Designer Brands reported skyrocketing revenues for the first quarter 2019. After shuttering the Town Shoes banner last year, which operated 38 locations in Canada, DSW is left to operate 27 large-format DSW stores across the country and is growing.

Designer Brands plans to open approximately 50 more stores in Canada over the next three years, including large-format DSW Designer Shoes stores and locations under the company’s Shoe Warehouse and The Shoe Company banners.