Will DSW’s Tootsie and Imbox Fixtures Drive Continued In-Store Spend, or Are They Playing on Tech Fads?

In a breakdown of two distinctly tech-forward in-store fixtures seeing rollouts in DSW (Designer Shoe Warehouse) locations in North America, Chain Store Age senior editor Dan Berthiaume noted that the retailer was seemingly heavily invested in the pair of novel installations.

“DSW Designer Shoe Warehouse is leveraging leading-edge augmented reality technology to make footwear shopping more engaging for kids,” Berthiaume wrote, introducing the expansion of the existing Tootsie character deployed by the footwear company into an augmented reality fixture.

DSW’s Tootsie Scanning and Play Tech: Driving Sales and Consumer Interest or a Temporary Fad?

In short, Tootsie (described as a “friendly monster character” by Berthiaume) now guides kids through a foot scanning process designed to both entertain and to gain an accurate measurement for consumers — and salespersons — to work from. Apparently, the time-tested Brannock device may have a limited future, if DSW has its way.

Following the foot scan, kids can slip on a VR headset and take part in a variety of activities with Tootsie, including a virtual dance-off. A digital photobooth option is also available, as is the opportunity to be awarded physical or virtual merch related to the character — all in the name of creating a fun and memorable in-store experience for children.

“Aetrex has brought kids’ footwear shopping to another level,” said Melissa Blandford, senior VP at DSW.

“People come into our stores specifically to see Tootsie and have a memorable experience. Aetrex does an incredible job making in-store shopping personal and engaging, and it works,” she added.

The question of whether Tootsie is a memorable or convincing enough character to stand out in a sea of other competing advertorial icons is one question — another is whether the sales-entertainment blend of having children dance in a new pair of shoes or take a photo with the brand mascot will be compelling in the long run.

Imbox Kiosks: Common-Sense Add-on or a Waste of Floor Space?

And earlier this year, DSW embarked on a partnership with Imbox Protection to gradually install kiosks in approximately 500 U.S. locations. The enclosed machine applies a shield which protects footwear from water, stains, dirt or mud in the span of 60 seconds. At a cost of only $8.99 and with an appealing value proposition — alongside the novelty of watching your newly purchased kicks get a protective treatment from a robot — the idea could have merit.

“We’re always looking for ways to deliver more value to our customers, and Imbox does just that,” Laura Davis, president of DSW, told CSA earlier this year.

“This partnership elevates the in-store experience by offering an easy, effective way to protect the shoes our customers love. It’s innovation that meets them where they are – right at checkout – and reflects our commitment to enhancing customer value, supporting sustainability and investing in services that elevate every step,” she added.

While checkout counters at nearly every major footwear retailer often feature protective sprays or coatings that are often hawked by floor sales staff as necessary add-ons, Imbox kiosks could present a double-edged sword: On one hand, they cut down on specific asks (and some labor) by allowing DIY-minded customers to simply engage with the kiosks, but conversely they would require a physical footprint, albeit a small one, which could be used for more merchandising. Also, the unspoken or unrealized costs associated with servicing faulty kiosks, whether due to tech concerns, mechanical issues, or replacement of consumables, is also worth considering.