The salons, run by the Ohio nail company W Nail Bar, will offer manicure and pedicures as well as refreshments, increasing DSW's store value with personal services

In an effort to bring customers into its stores, Designer Shoe Warehouse (DSW) is offering mani-pedi services. The shoe retailer has been testing the nail salon extension since 2017, with two locations in Ohio, and will now be expanding the service to stores in Washington, and Texas.

The salons, run by the Ohio nail company W Nail Bar, will offer full service manicures and pedicures, starting at $30 and $49, respectively, and could provide waxing and wine. The idea behind this addition to DSW stores is that customers are more likely to buy a new pair of designer sandals if they have a fresh pedicure to show off—and according to the revenue generated in DSW's test market accounting for nearly 7% of its $10 million in sales, the initiative is predicted to be a success.

The value-added service specifically targets millennial shoppers who compose a large percentage of the retailer's customer base. “You’ve got to develop differentiated experiences to ultimately retain and attract customers,” DSW CEO Roger Rawlins tells Bloombergemphasizing integrating elements that cannot be replicated in a digital environment.

Designer Shoe Warehouse

W Nail Bar

In an effort to bring customers into its stores, Designer Shoe Warehouse (DSW) is offering mani-pedi services. The shoe retailer has been testing the nail salon extension since 2017, with two locations in Ohio, and will now be expanding the service to stores in Washington, and Texas.

The salons, run by the Ohio nail company W Nail Bar, will offer full service manicures and pedicures, starting at $30 and $49, respectively, and could provide waxing and wine. The idea behind this addition to DSW stores is that customers are more likely to buy a new pair of designer sandals if they have a fresh pedicure to show off—and according to the revenue generated in DSW's test market accounting for nearly 7% of its $10 million in sales, the initiative is predicted to be a success.