DSW In-Store Experience

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DSW In-Store Experience

By Dan Ochwat - 12/19/2017

A new omnichannel mission is underway at DSW that the shoe warehouse is calling “music for your feet” – referring to a more expressive, personal experience inside stores. The company recently promoted the idea through popup events and by tying into a concert series, but big changes are to come. In addition to changes including a new kid’s section and redesigned physical stores that will have futuristic-looking pallets and flexible roller conveyors, the mission incorporates a more “omni” focus, where the store will mimic the experience online and provide more tech interaction.

The new store look is being tested in a location just outside of Columbus, Ohio, with the goal to expand throughout 2018, starting with Las Vegas in the spring. A new loyalty program will join the mission, and store staff will be armed with tablets using a proprietary technology from DSW that helps them communicate with shoppers on a personalized level. The technology communicates with a shopper’s mobile phone and DSW app, enabling that staffer to provide personalized offers or guide the shopper based on that shopper’s purchase history or wish lists. A hip and inspirational video on YouTube touts the new mission and teases virtual reality shopping and mobile shopping in-store.