Case Study: How DSW and eGifter Turned Gift Cards into a “Shoeprise” Sensation

The Challenge: Increase In-Store Excitement

DSW wanted more than foot traffic—they wanted buzz. Their goal? Launch a limited-time, in-store experience that felt fresh, fun, and worth showing up for. But with multiple locations and a tight promo window, flawless execution was critical.

They envisioned a playful campaign that would engage customers in a new way—something unexpected, easy to execute across stores, and aligned with their brand voice. Enter Shoeprise: a spring promotion where four hidden gift cards were tucked throughout participating stores—no strings attached.

The event tagline said it all: “Free Money at Your DSW Store.”

The Solution: Fulfillment That Made Shoeprise Scalable

To bring the idea to life across dozens of locations, DSW turned to eGifter Merchants™, part of the broader eGifter platform, for support with design, production, and logistics.

DSW didn’t want off-the-shelf gift cards—they wanted something custom. eGifter Merchants designed and produced high-quality, branded cards created specifically for the Shoeprise event, capturing the campaign’s playful energy and urgency. Once printed, our team handled secure delivery to each participating store, ensuring every location had the right cards, at the right time.

With over a decade of experience in custom fulfillment and fraud-protected delivery, eGifter brought proven reliability to every phase of execution—so store teams could focus on delivering a great customer experience.

While eGifter managed fulfillment behind the scenes, DSW built momentum through teaser emails and mobile push notifications, driving anticipation in the days leading up to “Free Money Day.”

The Results: Foot Traffic, Headlines, and a Repeatable Win

The DSW Shoeprise event delivered on its promise—with measurable momentum both in-store and online.

Media coverage generated over 4.6 million impressions across four key markets: Columbus, San Diego, Denver, and Tampa, driving national visibility for the campaign. Customers responded in real time, arriving ready to play—and shop. Store teams executed the event smoothly, supported by thoughtful planning and clear communication across all locations.

Post-event analysis offered valuable insights into regional turnout, weather impact, and local market conditions—providing DSW with a clear roadmap for scaling and optimizing future activations.

This wasn’t just a one-off campaign—it was proof that when the right promotion meets the right partner, a gift card becomes more than currency. It becomes an experience.

And as of this writing, the next DSW Shoeprise is already in motion.

Ready to turn your next gift card promotion into a headline-worthy moment?

Let’s talk about how eGifter Merchants can bring your in-store or omnichannel activation to life—at scale.

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