In a world dominated by e-commerce, Designer Shoe Warehouse (DSW) is taking a refreshing stand by emphasizing the timeless appeal of physical stores. Their latest campaign, “Let Us Surprise You,” created with agency Crispin, celebrates the joy of discovering shoes in person, a smart move given that 70% of DSW’s sales still happen in-store.
Embracing the Unexpected: What ‘Let Us Surprise You’ Means for Shoppers
This campaign invites customers to rediscover the magic of serendipity in shopping. Unlike predictable online algorithms, DSW highlights the thrill of unexpectedly finding the perfect pair. It’s a powerful experience-based strategy that plays to the emotional highs of discovery, setting DSW apart in today’s crowded retail space.
What makes this work strategically:
- Experience Differentiation: DSW isn’t just selling shoes; it’s offering exploration, fun, and surprise. Emotions hard to replicate online.
- Playing to Strengths: With the majority of business still happening in-store, DSW leverages what customers love. Touching, trying on, and the instant gratification of walking out with new shoes.
- Emotional Connection: The “surprise” theme taps into joy and individuality, deepening customer relationships beyond transactions.
The Enduring Appeal of In-Store Shopping
While e-commerce is convenient, shoe shopping has unique needs that brick-and-mortar satisfies beautifully:
- Try before you buy, ensuring comfort and style fit perfectly.
- Immediate ownership, avoiding delivery delays.
- Expert advice on sizing and styling in real time.
- A social, multi-sensory shopping atmosphere that digital simply can’t match.
DSW smartly shines a light on these points, communicating physical retail’s unmatched value and appealing to shoppers who treasure discovery and tangible experiences.
Integrating Omnichannel for Balanced Growth
“Let Us Surprise You” isn’t a dismissal of digital but a key part of a broader omnichannel approach. Online tools drive foot traffic by offering store inventory checks, buy-online-pickup-in-store (BOPIS) options, and virtual try-ons bridging digital and physical worlds. DSW’s investment in in-store creates a cohesive brand message blending online convenience and offline delight.
Marketing Takeaways
DSW’s campaign teaches marketers to know their brand’s strongest assets and lean into them. Offering unique, emotionally engaging experiences, especially physically, can create powerful differentiation and deepen customer loyalty. Amid rising digital noise, the human joy of surprise and discovery remains a winning formula.
By celebrating the fun and unpredictability of in-person shopping, DSW proves sometimes the best finds are off-screen.
