A Shoe Vending Machine, by DSW’s New Las Vegas Store
Here is the new trend in Footwear stores. Soon this concept feature stores may occupy around the world
DSW, the off-price footwear retailer 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 a video tunnel, an arcade game 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.
“It’s essentially a giant shoe vending machine inspired by the assembly line-style mechanisms that we use to move product around our actual warehouse,” explained DSW CEO Roger Rawlins.
Customers can also win a pair of sneakers by playing an arcade style game called the Heat Vault Keymaster, which challenges players to retrieve a pair of kicks in two moves by inserting a key into a keyhole using a joystick.
“DSW has been transforming itself by creating engaging experiences that stir emotion and inspiration,” Rawlins said.
Among the store’s other innovative features are a video-covered passageway — serving as its entrance — “creating a sensory experience of light and sound on three sides, giving the feel of being inside the visual display,” the company said.
“Our ‘video tunnel’ is an immersive and exciting feature that makes customers feel as if they’re flying over a city, swimming underwater or walking through a desert,” Rawlins explained. “In reality, they’re traveling down an escalator into the new DSW sales floor, where more unique experiences await.”
It started testing the concept in its Polaris “lab” location near Columbus, Ohio, where the company is headquartered. That location features a nail bar, shoe repair services and custom inserts. The opening of the Las Vegas location marks the extension of this project
DSW Designer Shoe Warehouse is a leading branded footwear and accessories retailer offering a wide selection of brand name and designer dress, casual and athletic footwear and accessories for women, men and kids. DSW operates more than 500 stores in 44 states and operates a robust ecommerce website at www.dsw.com, a mobile site at m.dsw.com and via mobile app. Founded in 1991, DSW is a division of Columbus, Ohio-based DSW Inc.
About DSW Inc.
DSW Inc. is a leading footwear and accessories retailer that operates a portfolio of several value retail concepts under the DSW and Town Shoes Limited brands. DSW also supplies footwear at leased locations in the U.S. through its Affiliated Business Group and franchised international locations. Products are available across North America at close to 1,000 retail outlets and via ecommerce sites and a mobile app. More information can be found at www.dswinc.com.