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reply to the students responce in 150 words and provide 1 reference 
The value chain of DSW or Designer Shoe Warehouse shows that the company creates value in offering name brand shoes at a discounted price compared to other retailers. The retailer stays ahead by being innovative. They claim to be the first shoe retailer with a rewards program and they are known for their open concept, self-serve layout (Bandaranayake, 2018). DSW has a history of being innovative and thrives to remain innovative. The strength in their innovation is their very generous rewards program. The loyalty program is based on how much money a customer is also known as a “shoe-lover” spends in the store. The more money spent, the more money earned in the form of dollars to spend towards your next purchase. DSW is also known for always having an offer and allows for the combination of up to three offers per transaction. I believe this marketing strategy is how they achieve economies of scale in their industry. Also, offering hundreds of brands and styles, some exclusive to DSW is another factor that keeps DSW in the market. 
Bandaranayake, N. (2018) How DSW Stays a Step Ahead. Retrieved from https://nrf.com/blog/how-dsw-stays-step-ahead 
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