DSW unveils AR experience for children’s shoe fitting
DSW Designer Shoe Warehouse has partnered with Aetrex, a leading footwear technology company, to introduce a new augmented reality solution. This innovative system is designed to enhance the interactive shopping experience for children’s footwear, reflecting our commitment to quality and Innovation. The Tootsie AR foot scanning programme is an enhancement of our existing system, combining digital technology with entertainment to create a memorable in-store experience.
The Tootsie initiative is all about fun and interactivity. It features a friendly animated monster character that guides children through the foot measurement process. With the new AR component, once the scan is complete, children wearing a Meta Quest 3 or 3S headset can watch Tootsie appear virtually in the store. This virtual experience features interactive activities, including dance-offs, designed to entertain children while providing accurate foot measurements.
The AR package also features a digital photobooth, allowing children to capture images with the Tootsie character. In addition, customers can access branded giveaways, including themed physical and virtual merchandise, reinforcing the sense of fun and connection between the shopping trip and the DSW brand.
Since its successful launch in August 2024, the Tootsie 3D scanning programme has been introduced across select DSW, Tradehome, and Scheels locations. The expansion into AR reflects our commitment to improving the overall retail experience, making shoe shopping more appealing for families. Company representatives have emphasised that the programme encourages repeat visits every six months or so, aligning with the rate at which many children outgrow their shoes.
Alongside the new AR feature, DSW has been enhancing its in-store services more broadly. Earlier this year, the retailer collaborated with Imbox Protection, a shoe care provider, to install nearly 500 kiosks across its U.S. stores. The enclosed Imbox machines apply a water-based spray to footwear, shielding it from water, mud, stains, dirt, and fading in just 60 seconds. The eco-conscious treatment, priced at $8.99, does not use harsh chemicals and is marketed as an efficient way to extend the lifespan of footwear.
Industry data highlights the potential impact of such innovations. The global children’s footwear market reached $55.5 billion in 2024; however, research suggests that a significant proportion of children continue to wear shoes that are the wrong size for them. By introducing precise measurement tools through the Tootsie programme, Aetrex and DSW aim to address this issue, ensuring that children receive properly fitting shoes and reducing the likelihood of long-term foot problems. At the same time, the incorporation of AR technology adds entertainment value, encouraging families to view shoe shopping not as a chore but as an enjoyable activity.
DSW’s parent company, Designer Brands, operates more than 650 stores across various banners, including DSW Designer Shoe Warehouse, The Shoe Co., and Rubino. The group’s portfolio features a wide range of well-known footwear names, including Topo Athletic, Keds, Vince Camuto, Jessica Simpson, Kelly & Katie, Lucky Brand, Mix No. 6, and Crown Vintage.
The combination of practical solutions such as accurate foot measurement and protective treatments, alongside entertainment-driven AR technology, reflects DSW’s unwavering commitment to customer satisfaction. By merging retail with interactive experiences, the company aims to build stronger connections with customers while addressing key challenges in the children’s footwear sector.
