Famous Footwear is a nationwide retail chain specializing in branded footwear at discounted prices. In addition to an ecommerce platform that serves millions of customers each month, it has more than 1,000 stores across the US and Canada. When our former client from Crate and Barrel joined Famous Footwear’s parent company Caleres as CMO, one of her first calls was to us and our partners at Inhaus.

As often happens in retail, we were initially brought in to help the internal team during their busy holiday season when they were struggling to keep up with the volume of emails needed. Our first project was to quickly design the Black Friday and holiday campaigns while also uplifting the overall email and content strategy.

Beyond copywriting, design and coding these promotional emails, we helped Famous Footwear rethink its approach to email, going from an assemblage of promotions and messages to coherent, compelling stories that drove engagement and conversions.

After strong early results, we worked closely with their team to reimagine customer journeys, explore new avenues, and refresh the brand’s design direction for all things email. Additionally, we led a full creative refresh and provided the internal team with a design toolkit to ensure our work continued to impact Famous Footwear's email efforts well into the future.