A major reason for this lower e-commerce share is due to the inconvenience of having to return footwear due to poor fit (see data below). The result is that 60% of women and 69% of men either never shop for footwear online or shop online less than in store. More than other categories, US consumers may browse for footwear online, but still make the majority of purchases in store because it is more convenient to try on a shoe and make sure it fits when you purchase it. Additionally, search traffic for DSW over the past five years รองเท้าวิ่ง ig has actually risen relative to Zappos. The data below from Google Analytics clearly shows Zappos interest declining since 2012, to a point where there is greater search engine interest in DSW than in Zappos. Lastly, DSW's social media presence on Facebook is more extensive than Zappos and other footwear retailers like Famous Footwear or footwear brands like Steve Madden or Cole Haan (see table below). Bear case, point #2: DSW has been slow to build its online presence and omnichannel capabilities The second bear argument is fair - DSW has been slow to build a strong e-commerce capability. DSW only rolled out buy-online-pickup-in-store capabilities in 2015. However, the data above would argue this is not an absolutely critical capability in footwear retail, plus DSW is faring well versus online rival Zappos in search traffic and social awareness nonetheless.
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