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Agenda & Speakers

DSW VIP: Customer-centric Program Design Builds Engagement and Creates True Loyalty

In 2018, DSW (Designer Shoe Warehouse) re-launched their loyalty program as "DSW VIP" to tremendous success. The revamped program offers faster rewards and a new tier, and overall creates a more personalized customer experience for members with relevant and compelling rewards. Since the relaunch of the program, DSW has seen double-digit new customer enrollment growth, best-ever member retention & reactivation rates, and increases in average member spend. VP of Marketing Julie Roy will share how the program was designed and continues to evolve, discussing the important role of customer data and insights in loyalty program design, as well as strategic alignment with the brand mission. Julie will also give a “peek preview” into the VIP program roadmap.


Clay Walton-House, Head of Consumer Strategy Services, Lenati

Clay is a Principal at Lenati and leads our Customer Retention and Loyalty Team. Clay helps Fortune 500 companies adopt and implement customer engagement strategies that accelerate growth and build loyalty. He has a proven track record of delivering successful organizational change, program design, optimization, and CRM operations that unlock business-wide impact. Past clients include Hilton, Nordstrom, Expedia, Airbnb, Uber, Capital One, DSW, Microsoft, and T-Mobile.

Julie Roy, Vice President of CRM Digital & Analytics, DSW

Julie Roy leads loyalty, CRM, digital marketing, and customer insights and analytics for DSW, a leading omni-channel footwear retailer.  Julie is responsible for leading the optimization and continued growth of DSW’s cross-channel marketing programs, with the objective of improving customer acquisition, engagement, and retention.  She has an acute passion and proven track record for delivering meaningful results by developing data-driven strategies that engage consumers and achieve business goals.

Agenda Overview

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