Designer Brands, SVP, CIO: You Have To Continue To Adapt on the DX Journey

(US and Canada) Ervan Rogers II, SVP, CIO, Designer Brands, speaks with David Goodwin, Managing Partner, Co-Founder, Next-Gen IT Consultant, Advanced Technology Consulting (ATC), about the challenges of digital transformation at Designer Brands and the vision driving the organization.

According to Rogers, it's all about the customer, and keeping in line with that approach, Designer Brands saw a significant increase in its digital requests during the pandemic.

“The pandemic taught us that consumers want that product, they want the latest product and they want it fast. They want the greatest brands. So, when folks come to our site, they're looking for those brands and are looking for those deals. And they want to be able to have things available where they can be shipped to their homes,” he says, noting that those were the demands during the course of the pandemic when folks weren't able to go to the store.

Rogers, sharing his POV on the top digital transformation challenges, says that it all boils down to meeting the customers where they are — especially because they can be anywhere, doing many things, and on multiple devices. “That in itself can sometimes be a challenge,” he says. “Everything, from the device they're on to the environment, the internet connection, being mobile with cell phones, etc. — It's a matter of making sure that you're keeping in mind not only the technology but also the multiple generations that are coming for your product.” 

Because they have designed that interface to be welcoming, Design Brands is ahead of its competition, adds. Overall, it is a matter of making sure the customer is placed at the center,  and they’re providing great brands and delivering them to customers quickly.

The organization’s digital transformation (DX) journey, he continues, is a part of a larger strategic vision to stay ahead. The pandemic pandemic propelled Designer Brands' opportunity to invest in the digital space. 

“If you are not staying ahead of the curve, you're going to get left behind. So you have to continue to adapt. It's changing the technology landscape and the way customers are shopping. We want to make sure our customers are informed,” he concludes.