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Glamour
 March 2012 Page 161
taking the DSW mobile shopping
  experience to the next level.

                        Shay Merritté
                        for DSW Mobile
                          3/19/2012
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




                           2
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.




                       3
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


                                     4
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.




                                5
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.




           6
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.




                             7
Shay-Jahen Merritté
   Shay@Merritte.com
     209-877-7429
linkedin.com/in/Merritte
    www.Merritte.com




           8

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Improving DSW's QR Code Implementation, marketing

  • 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 2
  • 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. 3
  • 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 4
  • 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. 5
  • 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. 6
  • 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. 7
  • 8. Shay-Jahen Merritté Shay@Merritte.com 209-877-7429 linkedin.com/in/Merritte www.Merritte.com 8