Events

The Checkout Event Recap: Retail Growth

John Ludlow, VP of omni operations, spoke about the vision for Warehouse Reimagine, DSW’s smaller-format concept store that opened in May.
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Last Tuesday, Retail Brew hosted The Checkout’s retail growth forum in a discussion with John Ludlow, VP of omni operations at Designer Store Warehouse (DSW).

For the event, Ludlow talked about DSW’s plan to grow the company, which includes doubling owned-brand sales from parent company Designer Brands by 2026. He explained how DSW has separated itself in an increasingly competitive footwear space.

Earlier this year, DSW introduced a new concept called Warehouse Reimagined, a smaller-format store with dedicated spaces for the company’s own brands and national partners.

  • “We are invested in shopping shops, and investing in immersive ways where we can stand up brands within our stores so that customers have that engaging experience when they come and shop with us,” Ludlow said.

Like many other national retailers, DSW is leaning more into its digital offerings. For example, Ludlow said the company believes consumers will adopt QR codes for the long term.

  • The Warehouse Reimagined store in Houston, Texas, also integrates Microsoft technology that creates a digital display where the company can provide interactive training between the corporate and field teams.
  • Additionally, Ludlow said DSW wants to rely more on self-checkout capabilities where customers can scan and go is vital to the next evolution of Warehouse Reimagined.

“Speed is the essence; time is precious for everyone. So being able to allow our customers to check out a product by themselves, have it be fully integrated with our VIP program, and allow them to get in and get out is something that we’re really investing in as well,” he said.

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