With many large retailers struggling to stay in business with the increase of online sales from platforms like Amazon, those that remain are using their creativity to deliver an enhanced customer experience. In the case of DSW, the shoe giant has already tested in-store Nail Salons and will be expanding this test.

Testing the Nail Salons

In 2017, DSW partnered with W Nail Bar, a natural partnership, as both companies have their headquarters in Columbus, Ohio. Starting that year, nail salons appeared in two DSW store locations within the city of Columbus.

Now, DSW will be adding nail salons to five more of its retail locations in Dublin, Ohio; Washington, D.C.; and Austin, Texas. This will bring the total up to seven stores where customers are able to get their nails done before or after they go shoe shopping. The idea is that customers can buy sandals and get a pedicure at the same location so everything will look perfect.

According to reports, a full-service manicure starts at $30 with a pedicure starting at $49. Some of the locations will also offer beverages like wine and/or waxing services. Those who visit the salon can also accumulate points via the DSW rewards program.

The Nail Salons Have Already Shown Success

According to the president of DSW, Bill Jordan, the company has already seen great success with the inclusion of nail bar services within their retail locations. Jordan says that this service engages customers and also helps customers engage in self-expression, which then creates loyalty. The presence of the nail salon also encourages repeat visits to the stores, which gives shoppers the perfect chance to browse new shoes.

Roger Rawlins, the DSW Chief Executive Officer, has also talked to media outlets about the expansion of the in-store nail salons. Rawlins points out that retailers need to create “differentiated experiences” as a way to attract as well as retain customers. The focus needs to be on services and experiences that are not possible via online shopping, such as manicures and pedicures. Rawlins also indicated that about a quarter of salon patrons will buy shoes, spending about 60 percent more on that footwear than they would have before the salons were there.

DSW Is Doing Well, Competitors Are Not

Within the past year, the DSW stock rose nearly 48 percent. Now, its market value is at $2.4 billion. By comparison, Payless ShoeSource, one of the other big names in shoe retails, filed for bankruptcy protection in February and began shuttering 2,500 of its stores in the United States. Experts anticipate that with Payless ShoeSource leaving the competition, DSW will likely gain customers and sales.

Sources:

https://www.cnbc.com/2019/02/27/dsw-is-adding-more-in-store-nail-salons-to-its-shoe-stores.html

https://adage.com/article/cmo-strategy/dsw-bets-nail-salons-shoe-stores-lure-millennial-women/316778/

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