Loyalty Program Improves Customer Satisfaction

A division of $2.3 billion Brown Shoe Company, Inc., Famous Footwear, operates more than 1,000 stores in 50 states. Along with famousfootwear.com, the retailer sells more than 150 leading shoe brands, catering to families. To succeed in a competitive marketplace and understand its customers, Famous Footwear implemented a CRM (customer relationship management) strategy several years ago. Initially, the CRM platform, which is based on a rewards-driven customer loyalty program, was managed by an outside provider. Used with permission from Integrated Solutions for Retailers magazine