I see no downside to this experiment for DSW. They are smartly taking it slow, testing and learning as they go. Adding value to the store experience through brand-adjacent experiences is exactly what retailers need to do to increase the relevance of their stores. This seems like a great concept, and early results are promising to say the least.

Seems like a natural fit to me. Kind of a forehead-slapping “why didn’t I think if this sooner?” I always applauded dropping banks and dry cleaners into grocery stores. Not exactly experiential, but efficient works too!

Given the customer profile, this seems like a smart move from DSW. I can see customers using the service, which also gives them more of a reason to visit DSW.

Services will become more important. However, retailers need to understand that ensuring there is a good fit and the experience is up to par are both vital. Simply chucking in any old service to a retail space will not work.

The teaming of product retail with relevant ancillary services is the future of successful retail. It reminds me of an article entitled “Boom Box” which appeared in August 13, 2000 issue of The New York Magazine and foreshadowed the future of the experience economy. I know because I had this article reprinted as a marketing tool when pitching the value and merits of digital signage. The co-location of nail salons and DSW is brilliant. Creating a mutually connected experience destination can enhance the shopping journey and leverage one of the golden rules of retail — keeping your shopper in the store longer will lead to more sales.

Here’s a term I learned from Dr. Nido Quebein, President of High Point University. When trying to blend various business activities that to some will seem like a total disconnect, what you want to ensure is “Intentional Congruity.” In the DSW case having a nail salon would rate high in intentional congruity if DSW sees itself in the foot health and beauty business. What is harder to classify in this way are “beer and wine offerings” they seem to be considering. As shown in the DSW increase in sales, when you feel good about your feet after a pedicure, you’ll want to extend that feeling by buying better shoes. That’s intentional congruence at work! Just throwing a mix of services against the wall to see what sticks is a waste of time and money and you’ll probably lose what you started with as well. On the other hand, many retailers are locked into a “stick-to-the-knitting” mentality. That was hot stuff way back when we thought “In Search of Excellence” was channeled from the divine. Now… Read more »

Testing these services inside a DSW location would appear to have no downside and based on the early results certainly has a good upside. I applaud their go-slow approach to testing. It minimizes the risk and allows them to see what longer term impact the co-location has on their business.

I’m with Patricia. I just don’t see going somewhere to try on shoes and having wet nails. The price point is also too high…the average pedi is $25, they’ll need to create more incentive.

I’m actually surprised to read about the lift experienced by DSW so far and the slew of positive comments this morning. I live in NYC and look for a nail salon near me that offers the services I want and the quality I demand. There have been times in the past where I only found what I was looking for in another neighborhood. Luckily, there’s a great salon and great technicians on the next block. There are nail salons on almost every street in Manhattan.

DSW is established, but not necessarily on the next block. Many women walk home in sandals after a pedicure, keeping their polish unblemished. I’m taken aback by the DSW initiative. But happy to learn about a new and successful approach to differentiation. It just means there are more retail opportunities out there for those with vision.

When DSW started renovating their lab store here in Columbus, my observation of the first W nail salon was a bit of a head scratch. It didn’t seem to emphasize pedicures. In chatting with the owners of the original business, the larger engagement strategy became clear. Also, I’m a dude. Not the primary target. The adjacent services concept became clear and I’m not surprised at the lift they are reporting. I wonder if it is a novelty or if they are truly giving women incentive to return to the store for more visits. I can see this as part of the overall loyalty program rewarding customers or being a reward for customers. They may not try on shoes with wet nails, but they can shop on their phones while getting their nails done, try on shoes at home or during the next visit. This seems to be another example of a retailer working on relevant innovations and investing in the ones that show promise. Now I’m wondering what I’m missing by not getting a pedicure.

I like the idea of a service store within DSW, and it looks like the numbers favor nail salons.

The “differentiated experiences” appeal eschew the convenience associated with a store-within-a-store concept, which will require the experience to be very real — appeal to the exploratory nature of Millennials, and social media friendly.

Also, services are already a differentiator, and in the future might become the cost of entry.

I think it makes sense given the store square footage of DSW, and that they need something different than what Zappos and other online retailers have to offer. You can draw foot traffic (pardon the pun) with the pedicure and then cross sell open toe shoes (I see some store merchandising and display planning opportunities) in the adjacent area. As long as the service is competitive in quality I don’t see a downside.