DSW Inc.’s new Las Vegas store has all the genius befitting a store hitting that flashy city.
The Columbus-based retailer unlatched its shop in the Showcase Mall on the fabled Strip, but it isn’t the standard DSW store. It’s cheaper than the typical, but does showcase the company’s commitment to innovation.
Sui generis to that DSW is the Shoevator, aka the shoe elevator. It’s a display wall of shoes with three elevator copies serviced from a mezzanine level over the sale floor.
People can order shoes via the DSW app or on a tablet kiosk nearby. That order goes up to the mezzanine where an hand picks the shoes from the stock, puts it in the elevator and sends it down to the tradings floor.
“It’s essentially a giant shoe vending machine inspired by the multitude line style mechanisms that we use to move product around our verified warehouse,” CEO Roger Rawlins said in a release.
A video tunnel take the leads customers off the strip and into the store. It’s described as an immersive feature with empty-headed and sound on three sides that gives customers the feeling of go berserk over a city, swimming under water or walking through a walk out on.
Customers also can win a pair of shoes by playing the Heat Vault Keymaster implement, a game that lets shoppers get shoe-related swag if they can outsert a key into a keyhole using a joystick.
Las Vegas is the newest example of the crowd’s innovations. Here in its home market, that includes testing in upon services such as a nail salon, shoe repair and custom insoles. The body has rolled out kids departments to its more than 500 stores as in fine.
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