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Shoe retailer DSW wants to step up its mobile game

May 25, 2016 04:37 PM
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Footwear retailer DSW Inc. will roll out a redesigned version of its website with an emphasis on mobile.

DSW is in the process of revamping its website to better reach the shopper on the go and expects to launch the new site later this year. “The website may be easier to navigate,” CEO Roger Rawlins told analysts Tuesday on the retailer’s fiscal Q1 earnings call, according to a transcript from Seeking Alpha. “It will provide much richer shopper experience. It’s no secret that customers are increasingly pre-shopping online and we expect this enhanced digital experience to drive visitor frequency and improved conversion.” Rawlins didn’t specify what other features and functionalities would be improving other than to say the platform will be “mobile-first.”

Online sales at DSW, No. 133 in the Internet Retailer 2016 Top 500 Guide, grew 23% in the quarter ended April 30 compared with the same period last year, Rawlins said. DSW does not break out online sales.

In addition to the website, the retailer will continue to work on its buy online, pick up in-store and buy online, ship to store initiatives. Rawlins told analysts 20-25% of all shoppers who use the features buy additional products in the store when they pick up their online order.

“These capabilities create an incredible opportunity for our stores to engage with what historically has been an online-only shopper,” he said. “This is our omnichannel experience working at its best.”

For the fiscal first quarter ended April 30, DSW reported:

  • Sales of $681.3 million, up 3.9% from $655.5 million last year.
  • A comparable sales decline of 1.6%, compared to a 5.1% gain last year.
  • Net income of $30.0 million, down 36.7% from $47.4 million last year.
 

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