CUSTOMER ANNOUNCEMENT
How Talon.One powers DSW's relaunched VIP loyalty program
Industry
Retail and ecommerce
Location
U.S.
Year Founded
1969
Products Used
Loyalty
Coupons
Discounts
Bundling
We're excited to share that DSW, one of America's leading footwear and accessories retailers, has relaunched its VIP loyalty program on Talon.One.
Meet DSW
DSW (Designer Shoe Warehouse) is one of the best-known names in footwear retail, offering brand-name and designer footwear and accessories for women, men, and kids across hundreds of stores in the U.S. DSW's VIP program has long been core to how the brand builds repeat, loyal customers — and this relaunch is the next chapter in that story.
The refreshed program gives DSW's members more control over how and when they redeem their rewards, moving away from a rigid, auto-issued model toward something more flexible and personal. It's a milestone moment for a loyalty program with a long history: DSW has run one of retail's most established rewards programs for over two decades, and this relaunch marks its most significant evolution yet.
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DSW VIP Program
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"Members told us they wanted a program that felt more personal and connected to how they shop. Talon.One helps us bring that vision to life at every touchpoint."
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Cassie Gunning
Senior Loyalty Manager at DSW
What's changed for loyalty at DSW
Talon.One now sits behind the full experience - connecting DSW's promotions and loyalty programs on a single platform. That unification unlocks several features for DSW's members, including:
One connected experience, everywhere: Rewards and offers now work consistently whether a member is shopping in-store, on the app, or online, instead of living in separate, disconnected systems.
Promotions and loyalty, working together: DSW runs its personalized promotions and its VIP program off the same engine, so offers and rewards stay in sync no matter where a member engages.
Room to grow beyond points: The platform opens the door to non-transactional engagement — think gamified ways to earn — giving DSW room to make the program feel less like a transaction and more like a relationship.
Built for what's next: The architecture is designed to flex as DSW's program grows, whether that's new tiers, new partners, or new reward mechanics down the line.
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DSW VIP in app perks
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Building loyalty, together
DSW designed this relaunch around direct member feedback, the drive to give shoppers more flexibility and a program that feels earned, not automatic. That same philosophy shaped the technical approach: rather than bolting loyalty onto an existing promotions setup, DSW and Talon.One built toward one platform that treats every reward, whether earned, redeemed, or unlocked through play, as part of a single, connected member experience.
We're proud to support DSW in this next stage of their loyalty journey, and we're looking forward to what's ahead.
Looking for more inspiring stories? Discover how Talon.One powers enterprise loyalty programs and personalized promotions in the retail and ecommerce industry.
Our Customers
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