Retail Remix
· with Sarah Crockett
· June 2, 2025
· 18 min
Summary
DSW's CMO shares how to adapt marketing strategies in uncertain times by focusing on customer needs and diversifying engagement channels. The episode provides a blueprint for ecommerce operators to build resilient marketing despite economic and technological shifts.
Key takeaways
Prioritize consistent customer connection, even during economic instability. DSW's approach highlights that maintaining communication, even if it's acknowledging uncertainty, keeps your brand top-of-mind.
Proactively address consumer concerns and build solidarity. DSW's transparent communication and bonus reward during tariff discussions fostered trust and engagement with VIP members.
Diversify your marketing channel mix beyond traditional avenues like search. Explore newer platforms such as audio streaming, digital direct mail, CTV, and SMS to reach customers where they are and mitigate risks from shifts in dominant channels.
Leverage data and real-time optimization for continuous improvement. DSW's strategy of test, learn, and scale across creative and new marketing channels ensures agility and effectiveness.
Focus on understanding and responding to evolving customer needs. DSW's success is attributed to continuously learning about their consumers and putting that knowledge to work for enhanced engagement.
As the retail marketing playbook continues to evolve, staying relevant takes more than just keeping up — it means rethinking how and where you engage your audience.In this episode of Retail Remix, host Nicole Silberstein sits down with Sarah Crockett, Global Chief Marketing Officer at DSW, to talk shop. With experience leading marketing at brands like Vans, REI and Backcountry, Sarah brings a wide-angle lens to what’s working — and what’s changing — in the world of retail marketing. Together, they unpack:How DSW is navigating the latest shifts in consumer expectations and retail strategy;The challenges of marketing during unpredictable economic periods;How to keep pace with rapid technological evolutions across search and social; andHer secret weapon for staying on top of social trends. RELATED LINKSGet a closer look at DSW’s brand in action.Explore the latest marketing insights from Retail TouchPointsCheck out past episodes of Retail Remix]]>
Frequently asked about this episode
What does this episode say about brand building?
Prioritize consistent customer connection, even during economic instability. DSW's approach highlights that maintaining communication, even if it's acknowledging uncertainty, keeps your brand top-of-mind.
What does this episode say about customer engagement?
Proactively address consumer concerns and build solidarity. DSW's transparent communication and bonus reward during tariff discussions fostered trust and engagement with VIP members.
What does this episode say about marketing strategy?
Diversify your marketing channel mix beyond traditional avenues like search. Explore newer platforms such as audio streaming, digital direct mail, CTV, and SMS to reach customers where they are and mitigate risks from shifts in dominant channels.
What does this episode say about retail innovation?
Leverage data and real-time optimization for continuous improvement. DSW's strategy of test, learn, and scale across creative and new marketing channels ensures agility and effectiveness.
What does this episode say about brand building?
Focus on understanding and responding to evolving customer needs. DSW's success is attributed to continuously learning about their consumers and putting that knowledge to work for enhanced engagement.
