The Magic Behind DSW's Marketing
From Testing to Triumph: The Secret Behind DSW’s 89% Revenue Boost
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Challenge
DSW set out to build deeper connections with their customers and create experiences that truly resonated. The challenge? Figuring out what clicked—literally and figuratively. With so many options and high expectations for personalized experiences, they needed a way to test what worked, tweak what didn’t, and keep their campaigns fresh and engaging every step of the way.
Solution
To make it happen, DSW teamed up with Movable Ink to put personalization and testing at the heart of their strategy. They ran 15 A/B tests in 2024 alone, using dynamic tools to turn data into action. By embracing a culture of constant optimization, DSW turned their marketing into a winning formula that’s all about connecting, converting, and keeping customers coming back.
Here’s how they did it.
Driving Engagement with Dynamic Buttons
To give customers a truly tailored experience, DSW rolled out behaviorally-targeted CTA buttons that adjusted to each person’s browsing habits. These dynamic buttons showed relevant categories, ensuring every click felt meaningful.
The evergreen content blocks were designed to be flexible and let DSW easily swap out creative elements like images, GIFs, or buttons.
Results:
16% lift in CTR
6.4% lift in revenue
3.9% lift in AOV
Putting It to the Test
DSW’s marketers used Movable Ink’s Optimizer tool to run an A/B test over two deployments, comparing customer-selected products with behavioral category retargeted CTAs. The result? The behavioral CTAs took the lead, outperforming the static version and proving to be the clear winner.
Results compared to static version:
59% increase in conversions
89% increase in revenue
Sunday Sends
Weekly Emails that Convert
Every weekend, DSW helps customers shake off the Sunday scaries with a fresh and fun campaign. The email highlights new arrivals, bestsellers, and top-rated shoes—all tailored to each person’s preferences.
Plus, it includes personalized touches powered by customer behavior, such as gender-targeted content and dynamic blocks for abandoned carts or recently browsed items.
Putting It to the Test
To fine-tune the campaign, DSW tested layouts with static images versus those using only product crops. The product crop version delivered a significant boost in revenue, proving to be the more effective choice.
Results compared to static version:
34% increase in revenue
Midweek Sends
Weekly Emails that Convert
Each week, DSW delivers a midweek pick-me-up campaign that feels personal and relevant.
The email kicks off with a first name greeting, followed by tailored content like abandoned cart and browse blocks, along with gender-targeted product recommendations.
Customers also get a “Most Demanded Brand” section, dynamically showcasing their favorite brands, and a price-targeted section offering options based on recent purchases—whether it’s under $50, under $75, or under $100.
Putting It to the Test
DSW tested two variations: one where items linked to a category page, and another where items linked to a product page with a category CTA. The product page with the category CTA came out on top, outperforming the original version.
Results compared to static version:
6.95% increase in revenue
36.12% increase in clicks
Abandoned Cart Rich Push
Turning Abandoned Carts into Revenue
During the holiday season, DSW launched an abandoned cart rich push notification campaign to reel shoppers back in.
With a custom Movable Ink app, the campaign showed dynamic images of the exact shoes customers had left behind, creating a smooth, eye-catching reminder that felt personal and relevant.
Putting It to the Test
DSW put their push notifications to the test, comparing a Movable Ink rich push with abandoned product images to a static text-only version. The dynamic content stole the show, driving higher opens, more conversions, and a boost in revenue.
Results compared to static version:
17% increase in revenue
11% increase in opens
Key Takeaways from DSW’s Optimization Playbook:
- A/B testing isn’t optional—it’s essential. Discover what resonates and turn insights into action.
- Dynamic, tailored experiences drive engagement and revenue. Make every message feel made just for them.
- Great campaigns aren’t set-it-and-forget-it. Keep tweaking, refining, and improving for standout results.
