File this: DSW Inc. is expanding its partnership with W Nail Bar to add nail salons to five additional locations in Austin, TX, Washington D.C. and Dublin, OH. Austin and D.C. represent new markets for the company’s nail services test, which has until now been implemented in DSW locations in Columbus, OH. The expansion is the next step in the company’s test, pilot and roll strategy.
“We’ve been encouraged by the reaction we’ve received to our nail bar test at our two warehouses in Columbus, and we’re excited to expand to two more markets to gather additional learnings,” states Bill Jordan, president of DSW. “The nail bar services engage customers and create loyalty by inspiring self-expression. They also create repeat visits to the DSW brand, where an exciting footwear assortment awaits.”
DSW and W Nail Bar began partnering in 2017 to bring customers a unique shopping experience by offering nail services. Today, the partnership includes two W Nail Bar locations in DSWs, including one at the company’s “lab” at the Polaris Fashion Place shopping center and one at Easton Town Center, both in DSW’s corporate headquarters of Columbus.
Customers can receive manicure pedicure and waxing services, as well as beer and wine offerings, depending on the location. Services start at $29, like manicures or the W’s signature copper bowl pedicure, and customers can earn points towards DSW’s VIP Rewards program for every service and product purchased.
“We are building a community with our customers, and we are proud to partner with DSW as we build that community together,”states Manda Mason, founder of W Nail Bar. “Teaming up with DSW has been so natural for us and for our customers, as it enhances their overall salon service—who doesn’t love to get their nails done and shop for a new pair of shoes on the way out?”
Like DSW, the W Nail Bar strives to be innovative and create unique customer experiences that inspire self-expression, wellness and brand loyalty. The partnership with W Nail Bar allows DSW to engage more with its customers by keeping the experience innovative and fun, while offering an assortment of additional services.
“DSW’s history of innovation has been a hallmark of its success over the years,” adds Jordan. “We were one of the first open-sell concepts in the U.S., and our incredible assortment has always set us apart. Continuing to innovate in services is one of the ways we’re creating emotional connection and loyalty with our customers, helping fortify the brand in an ever-changing retail landscape.”