If you’re currently enrolled in DSW’s Reward Your Style, then you recently received an e-mail announcing their new program. DSW says they’re improving the program to give us more, but is it really more? With the new program, we’ll earn $10 after spending $150 on regular-priced selections based on earning 10 points for every $1 spent on regular-priced shoes (5 points on clearance shoes). We’ll now have to spend $300 to earn a $20 coupon - and again, that’s purchasing only regular-priced shoes. Before, we earned a $25 coupon after spending $250, on anything in the store. That doesn’t sound like giving us more.

There is some good news. Twice a year, DSW will have double-points shopping days. That’s something to get excited about. If you spend $150 on regular-priced shoes on those two days, you’ll rack up 3,000 points and earn that $20 twice as fast. And they’re still giving birthday awards, too.

The bottom line though is that DSW says we “won’t have to spend as much to earn rewards,” but if my calculations are correct, we’re spending more and earning less, especially on the clearance rack. And I don’t know about you, but that’s my first stop. That said, I love DSW, they still have a lot of shoes under one roof and usually fair discount prices, but the PR twist on their new reward program is a real disappointment and puts a big question mark on this customer’s loyalty.

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