Glamourmarch 2012 PaGe 161

taking the DSW mobile Shopping experience to the next level.

Shay merrittéfor 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 2012amanda Seyfriend

DSW aDpage161

FaShIoNFYIpage160

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So i scanned it.

and was treated to a pretty nice mobile

optimized 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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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.

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In the following pages I will present one quick idea on creating a more compelling QR enabled experience across the platforms of :

QRExperience

MobileExperience

ShoppingExperience

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caN You Seeme NoW?

O ne of the most difficult aspects of using QR codes for marketing

purposes is the necessary evil that they 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 smartphone owners are still using legacy 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 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 most consumers will give up and skip the experience.

Currently

Needs To Be At Least

.5”

8”

8”

11”

11” 1”

.5”

1”

yourforecastsundayzip code

43221

What’S theWeather?

L everaging the GPS functionality of browsers tied to smartphones, this

revision of the DSW QR linked commerce 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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reWarDS?Where?

T o drive purchasing behavior through both the m-commerce experience as

well as the in-store commerce, DSW could leverage the “Find as Store” functionality to provide incentives to attain a desired 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 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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291 crocker park blvd.Westlake, oh 44145

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maP It

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Shay-Jahen MerrittéShay@Merritte.com

209-877-7429linkedin.com/in/Merritte

www.Merritte.com