DSW + True Fit: The Difference is in the Data

When it comes footwear, a faulty fit is not merely unflattering. More often than not, it's enough to render a purchase uncomfortably unwearable. Leading footwear retailer DSW, Inc. (Designer Shoe Warehouse) knows the power of a proper fit and has partnered with True Fit to create a “Customer-First” online shopping experience. DSW VP of Digital Brian Seewald spoke with Total Retail Executive Editor Joe Keenan about how DSW has leveraged True Fit to help customers find their perfect pairs.

True Fit + DSW = An Ideal Fit

As director of a website with over 25,000 shoes in a range of sizes, Seewald praises the partnership with True Fit for its ability to improve the site's shopping experience and conversion rates. “At the end of the day, it’s all about increasing our customer’s confidence that they’re buying the right size,” says Seewald. “A data platform like True Fit that focuses solely on size and how things fit and recommending and giving you confidence in finishing your purchase is an absolute no-brainer for us… Once we get you to [shop with True Fit] once, you’re going to get hooked, and you’re going to feel better making repeat purchases with us.”

"Customer-First" Starts with Fit

Making the experience seamless for online shoppers is key to creating the kind of experience that builds loyalty and confidence. “At the end of the day, we want to drive top line, we want to capture market share," says Seewald. “The True Fit partnership helps us to do that. On my digital team at DSW – we say ‘customer-first’ all the time – I think everybody does – but we’re really trying to live it.” In doing so, Seewald and his team have created the kind of online shopping experience that increases online sales and reduces the return rate.

Partner Up

When considering digital partnerships, Seewald advises retailers to sort out their priorties and hold fast to key strategies. “Find a partner that fits you,” he says. "Our True Fit partnership has been a breath of fresh air. They come in and meet with us on a very regular basis. You sit in the meeting and you almost forget who’s on your team. Those are the kind of partnerships that make us happy, that drive our business and will ultimately make us more successful.” 
 

Learn how the True Fit platform can help create a personalized shopping experience that improves customer satisfaction and loyalty.