Quick presentation I put together when talking to a marketing recruiter at DSW about improving a small part of their mobile marketing strategy.

1. Glamour
March 2012 Page 161
taking the DSW mobile shopping
experience to the next level.
Shay Merritté
for DSW Mobile
3/19/2012

2. While waiting for my girlfriend to get ready
for dinner tonight I was flipping through
her most recent issue of Glamour on the coffee table
when I came across a DSW ad with a QR code on
page 161.
MARCH 2012
Amanda
Seyfriend
FASHION
FYI DSW AD
Page Page
160 161
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3. And was treated to
a pretty nice mobile
optimized
So I scanned it. DSW site.
Same shoes as in
the ad, very nice
detail that ties
the two pieces
together.
Nice trackable
shortened URL that
previews where
the code is taking
the user.
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4. Pretty well executed m-commerce experience,
but how can it be improved to provide
a more cohesive, branded experience, that surprises
and delights the consumer, leveraging the power of
new mobile platforms and recent developments in HTML
standards. Since DSW has seen a doubling of mobile
traffic over the last year, there is a real opportunity for
DSW to create a true multichannel experience that
provides real value that differentiates DSW from
other digital and traditional footwear and accessory
retailers and speaks to the built in audience of 17 million
DSW Rewards members.
In the following pages I will present one quick
idea on creating a more compelling QR enabled
experience across the platforms of :
QR Mobile Shopping
Experience Experience Experience
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5. 8”
Can you see
Currently me now?
11” .5”
O ne of the most difficult aspects of
using QR codes for marketing
purposes is the necessary evil that they
.5” kind of ugly and usually do not fit within
the overall design of the marketing piece.
One way to overcome this is by making
it small and tucking it away in the corner
as in the March issue. The problem is
that while smartphone cameras have
drastically improved over the years, many
8” smartphone owners are still using legacy
Needs To Be
At Least iPhone and Android handsets that have
camera resolutions of 2-5 MP which
makes it difficult to discern the nuances of
the code at current sizes especially with
11” 1” environmental light and shadow factors.
QR codes should be large enough to be
legible to be scanned by a variety of new
and old handsets on the first try, otherwise
1” most consumers will give up and skip the
experience.
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6. What’s The
Weather?
your
forecast
Sunday
zip code
L everaging the GPS functionality of
browsers tied to smartphones, this
revision of the DSW QR linked commerce
43221 experience surprises and delights by
providing a 1:Many marketing message
by recognizing the location of the mobile
device and then pulling the weather
information for the upcoming weekend and
providing a curated selection of products
for that weather situation. By building this
one web application, DSW can provide
a unique and compelling m-commerce
experience tied to a content platform
that is actually useful to the consumer
without the consumer having to hassle with
downloading an app.
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7. Rewards?
6.1 miles Where?
Crocker Park
291 Crocker Park Blvd.
Westlake, OH 44145 T o drive purchasing behavior through
both the m-commerce experience as
well as the in-store commerce, DSW could
Sun 11am - 6 pm
Mon - Sat 10am - 9pm leverage the “Find as Store” functionality
to provide incentives to attain a desired
1.5x bonus points
redemption code: 4D5G80Q
kind of purchasing behavior. If it was
desired to drive more in-store purchasing
and avoid the dreaded “Scan & Scram”
behavior of many consumers, DSW could
MAP IT offer a discount or points for the DSW
Rewards program tied to the distance from
the store a user is when using the Find
A Store function in order to give them a
tangible benefit to using the DSW mobile
experience as part of their consumer
journey to ultimately make a purchase
decision.
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8. Shay-Jahen Merritté
Shay@Merritte.com
209-877-7429
linkedin.com/in/Merritte
www.Merritte.com
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