DSW expands unlikely in-store, digital partnership with Hy-Vee

Dan Berthiaume
Senior Editor, Technology
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Designer Brands Inc., parent of DSW Designer Shoe Warehouse, is moving forward with its “shop-in-shop” pilot with Hy-Vee.

DSW will open in-store shops at six Hy-Vee supermarkets by Friday, Oct. 2, with additional locations expected to open in 2021. The footwear retailer and Midwestern grocer kicked off their partnership in April 2020 by displaying top-selling DSW footwear products in a pallet format in more than 120 Hy-Vee stores.

The 1,200-sq.-ft. in-store shop  features about  200 choices of footwear, and another 100 available from a “digital showroom wall” with a product assortment of top-trending seasonal kids’, men’s and women’s shoes. Customers can use a QR code to order shoes on the digital showroom wall from the DSW e-commerce site. DSW loyalty rewards and promotions can be redeemed the shop-in-shop locations.

In addition to offering home delivery of items ordered from the digital showroom wall, select locations feature in-store DSW pickup lockers. Customers receive text notification when their order is ready for pickup and are provided a code to enter at the locker. 

DSW says its partnership with Hy-Vee is part of an ongoing effort to innovate the retailing experience and its long-term strategy of growth, and in delivering differentiated products and experiences.

“We are thrilled to deliver Hy-Vee customers a convenient way to purchase footwear through a digitally supported, in-store experience that offers customers – regardless of their shopping preference – multiple options to view, try and buy shoes,” said Designer Brands chief growth officer Bill Jordan. “Designer Brands continues to innovate the retailing experience and we remain committed to bring our customers differentiated experiences and address their evolving shopping habits.”

“We continue to innovate and help today’s consumer by offering them an easier and more convenient way to shop quality footwear for their families,” said Randy Edeker, Hy-Vee chairman, president and CEO. “By combining in-store and online shopping experiences together with DSW, we are able to meet the unique needs of every shopper and make the shopping experience — whether in-store, online or both, seamless.”