DSW bets nail salons in shoe stores will lure millennial women
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Nothing like a fresh pedicure to show off a new pair of sandals. At least, that’s what DSW Inc. is banking on as it tries to accelerate shoe sales by adding nail services inside more of its stores.
The retailer said Wednesday it’s adding nail salons to five shoe stores this year in Washington, Austin, Texas; and Dublin, Ohio. DSW began testing the concept in 2017 in two locations in its headquarters city of Columbus, Ohio.
Offering a broader range of goods and services is the name of the game in retail as consumers demand more experiences as they shop. And drawing in millennials is key to that strategy, according to DSW Chief Executive Officer Roger Rawlins. He said while millennial women make up about a quarter of the company’s customer base, they have accounted for half the patrons at the nail salons.
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