DSW offers kids immersive augmented reality foot measurement
DSW Designer Shoe Warehouse is leveraging leading-edge augmented reality technology to make footwear shopping more engaging for kids.
The footwear retailer is rolling out the Tootsie AR foot scanning solution from Aetrex. The new AR experience is an extension of the existing Tootsie foot scanning program, which utilizes a friendly monster character named “Tootsie” to guide children through the foot measurement process.
Now, after completing a foot scan, kids use a Meta Quest 3 or 3S virtual reality headset to see Tootsie virtually come to life in the DSW store with activities such as interactive dance-offs.
Beyond gaming, the Tootsie AR package offers additional engagement opportunities such as a digital photobooth for pictures with Tootsie and branded giveaways, including Tootsie-themed physical and virtual merchandise.
“Aetrex has brought kids' footwear shopping to another level,” said Melissa Blandford, senior VP at DSW. “People come into our stores specifically to see Tootsie and have a memorable experience. Aetrex does an incredible job making in-store shopping personal and engaging, and it works.”
Since initially launching in August 2024, the Tootsie 3D foot scanning program has become available in select DSW, Tradehome, and Scheels locations.
[READ MORE: CSA Exclusive: Footwear chain finds 3D foot scans a perfect fit]
DSW has been adding new features to its in-store customer experience. Earlier this year, the retailer teamed up with Imbox Protection, a leading in-store shoe protection solution, to place Imbox kiosks in nearly 500 U.S. locations.
Using a water-based spray, the enclosed Imbox machine shields shoes from water, stains, dirt, mud and fading without the use of harsh chemicals, offering customers a fast, eco-conscious protection that extends the life of their footwear in 60 seconds for a cost of $8.99.
"The kids’ footwear market reached $55.5 billion in 2024, yet most children are still wearing the wrong shoe size," said Aetrex CEO Larry Schwartz. "With the Tootsie program, we ensure kids get proper sizing from their very first scan, helping to prevent future foot problems. At the same time, the Tootsie AR package transforms shopping into an engaging experience that kids look forward to, creating destinations where families want to return every six months or so as kids grow."
Designer Brands operates more than 650 stores across its banners DSW Designer Shoe Warehouse, The Shoe Co. and Rubino. Its brand portfolio includes Topo Athletic, Keds, Vince Camuto, Jessica Simpson, Kelly & Katie, Lucky Brand, Mix No. 6 and Crown Vintage.
