DSW meant business when it said it would up the ante on in-store experience.
The off-price footwear retailer this week unveiled its newest outpost: a souped-up store on the Las Vegas strip.
Half the size of a typical DSW location, the space — part of the company’s recent string of initiatives to innovate its brick-and-mortar presence — features nail bars, shoe repair services, custom performance inserts and a completely new design. (Smaller concept stores are becoming a trend in retail, with Nordstrom, Macy’s, Target and Kohl’s all trying the strategy in a bid to boost experiences and profits.)
Perhaps the most showstopping feature in the store: a shoe escalator — or, as trademarked by the company, a “Shoevator.”
Here’s how it works: The store’s display wall of shoes includes three elevator lifts, serviced from a mezzanine over the sales floor. Customers order shoes from the wall via the DSW app or a tablet located at a nearby kiosk, which alerts an associate on the mezzanine. The associate receives the order, retrieves the shoes and sends it to the sales floor in a numbered bin by way of the “Shoevator,” where the customer picks it up.
Inside DSW’s new store on the Las Vegas strip.
CREDIT: Courtesy of