Find out how Famous Footwear keeps its omnichannel strategy in step with customer needs by learning about website visitors, then using geotargeting and relevant experiences that sync with in-store promotions. Run your business with unprecedented agility with help from the Monetate Success Team. View more website optimization resources at http://www.monetate.com/resources

1. customer story:
MakingWebsiteOptimization
StridestoSupportIn-StoreSales
a publication from

2. AboutFamousFootwear
More than 40 years ago, Famous Footwear began as a single store in
Madison, Wisconsin. Offering “brand name shoes for less,” that one
store rapidly expanded and eventually grew into a national chain. Today,
Famous Footwear boasts more than 925 brick-and-mortar locations across
the United States, plus the FamousFootwear.com website.
As Famous Footwear continues to grow, the brand sets itself apart from
the competition by ensuring marketing campaigns are consistent across
all channels. This omnichannel focus has been driving increased in-store
and online sales, offering customers a first-rate shopping experience no
matter how they choose to shop with Famous Footwear.
Making Website Optimization Strides to Support In-Store Sales
a monetate customer story | 2

3. The Monetate Success Team sat down with Kristin Massaro, eCommerce Marketing Specialist at Famous
Footwear’s parent company, Brown Shoe Co., to talk about how this omnichannel retailer uses Monetate.
How has using Monetate changed Famous Footwear’s website testing and optimization strategy?
We never had a tool to do this kind of optimization before Monetate. Often
we’d ask ourselves internally what we thought would resonate with our
customers, and what might make their shopping experience quick and
easy. Then we’d generate homepage A/B tests to see if there was any
conversion impact.
We now have a wide array of tests we can run with Monetate. We can
develop a better picture of what our visitors want, and can respond to that
almost immediately. Beyond all of those benefits, Monetate is great for me
as a marketer because I have control over the tests and campaigns.
Making Website Optimization Strides to Support In-Store Sales

4. Famous Footwear has always been dedicated to making sure marketing campaigns are
consistent for both in-store and online shoppers. How does creating this experience
for Famous Footwear shoppers factor into website testing and optimization?
Syncing up our in-store and online experiences for customers is one of our
top priorities. We want customers to find what they need quickly when
they’re interacting with our brand, even if it’s just a store locator on the
website. Sure, we’re focused on conversions online, but if a visitor comes
to our website and then goes into a Famous Footwear store to make a
purchase, we consider that a success, too.
Creating the omnichannel experience really comes down to ongoing
communication between different departments to make sure we’re telling
the same story across the Famous Footwear brand. One of the ways we
ensure omnichannel consistency is basing our online campaigns on the
in-store marketing calendars. For example, if we know our stores will be
promoting an athletic sale in February, it’s key to reflect that promotion
online as well. It’s key to create partnerships with our in-store marketing
team and the merchandising team.
We’re excited to leverage geotargeting, run some
cool tests, and learn even more about what makes
a great shopping experience for our customers.
- Kristin Massaro, eCommerce Marketing Specialist, Brown Shoe Co.
Making Website Optimization Strides to Support In-Store Sales
a monetate customer story | 4

5. What are some of your favorite tests and campaigns? Have you uncovered any surprising results?
We’ve been using geotargeting to promote our events to specific visitors
based on their proximity to a store. For instance, we can now let people
know within a certain mile radius when a Famous Footwear location is
opening in their area. We also used this feature when we had a “Fashion
Night Out“ event at our New York City location during Fashion Week.
Our special events team utilizes this feature. Their goal is to oversee all
of these store events, but we could never communicate directly with
consumers in those areas. Now that we have the ability to target using ZIP
codes, it’s been great.
Making Website Optimization Strides to Support In-Store Sales
a monetate customer story | 5

6. What’s next for Famous Footwear?
Using Monetate has opened up so many doors and created so much
flexibility for FamousFootwear.com. We’re already learning so much about
our visitors, particularly about their online and in-store experiences and
shopping behaviors. We’re excited to leverage geotargeting, run some
cool tests, and learn even more about what makes a great shopping
experience for our customers.
Monetate is great for me as a marketer because
I have control over the tests and campaigns.
- Kristin Massaro, eCommerce Marketing Specialist, Brown Shoe Co.
Making Website Optimization Strides to Support In-Store Sales
a monetate customer story | 6

7. Expert Optimization Resources
Valuable case studies, eBooks, white papers, webinars & infographics
monetate.com/resources
Request a Demo
Call 877-MONETATE (US) l 484-323-6313 (around the world)
demo.monetate.com
1-877-MONETATE | 484-323-6313 | www.monetate.com
©2013 Monetate Inc. All Rights Reserved