DSW has completely changed its stores and rewards program as it tries to take on Amazon-owned Zappos - here's what it's like to shop there now

The company is bringing its original concept of a shoe warehouse back to life, but elevating the experience so that shoppers can get what they want without losing the fun of shoe shopping.

Clearer signage, brighter lighting, and reverting to the original warehouse design will allow customers to peruse the items more easily.

The Polaris store currently features a shop-in-shop display by Nike, which is a fully separate section devoted to Nike merchandise. By changing out these shop-in-shop displays monthly, consumers can quickly access their favorite brands while shopping styles exclusive to DSW.

These displays will be changed out monthly in each store, highlighting the newest and most popular styles from top brands, Nankervis said.

The company has never before created a designated kids section, and each one will be filled with bright orange, open spaces for kids to play. Nankervis and Rawlins said that they’re not offering child care, but will instead specialize in “child entertaining,” so that parents can feel safe with their kids browsing the store.

The displays will help shoppers to visualize their full outfit from head to toe.

Shopping for shoes will feel more open but intimate in the new design, because with more options on display and more sizes readily available, it will be easier for customers to find the sizes they need. More seating allows for a more relaxing shopping experience.

According to a press release, Margaret Standing, DSW’s director of corporate communications, said, “In-store shoe donations will benefit DSW’s philanthropic partner Soles4Souls, which creates sustainable jobs and provides relief through the distribution of shoes and clothing in the US, Canada, and around the world.”

Stores will also have repair services, so if your heel is broken or your soles are worn down, you can bring them in for repair within seven days. In 2019, the company is relaunching its app, which will give status updates on your shoes as they’re being worked on.

You can take them home in 30 minutes.

Shoppers can also relax and take advantage of new device charging stations while they wait.

DSW will partner with local salons to offer full-service nail treatments, including manicures, pedicures, and polish changes while you shop.

In an exclusive partnership with The W Nail Bar, a family-owned salon in Columbus, DSW shoppers can enjoy the first-ever in-store nail bar, which offers nail art and gel manicures and pedicures so your color won’t chip when you try on your new shoes.

Owners Manda Mason and Lauren Hunter wanted to create a clean, comfortable environment for DSW Polaris customers to enjoy their manicures and pedicures at this location, as they do at their other two Columbus standalone salons.

If the 2,000-square-foot Polaris salon continues to do well, DSW plans to expand and add nail bars in other store locations in the future, Rawlins and Nankervis said.

Currently available to the company’s 25 million existing rewards members, DSW VIP will now feature three tiers: VIP Club, which is free to join, VIP Gold, earned when you spend $200 annually, and VIP Elite, earned when you spend $500 annually.

All three tiers receive $5 birthday rewards, while Gold and Elite can also give two $5 birthday rewards to friends and enjoy early access to exclusive offers and events. All tiers also get free shipping on any purchase and free in-store returns, VIP Gold members get free online returns, and VIP Elite members get free two-day shipping on all purchases.

Eventually, the store’s new services, including nail salons, repair services, and shoe donation, will also earn DSW VIP members points toward future purchases.

Rewards members can get a sneak peek of what will be available a week before other shoppers can snag them.

Execs told Business Insider that most of these changes and upgrades came directly from customer feedback, noting that shoppers at DSW have a voice in their shoe shopping experience.

As Michele Love, DSW’s chief operating officer and executive vice president, told Business Insider, “Our customers are very important people, so we want every member to feel like a VIP when they shop at DSW.”

So far, four DSW stores have been revamped in the Polaris model, including locations in Dadeland, Florida; Yonkers, New York; Oakbrook, Illinois; and San Diego, California, according to Forbes.

Four upcoming stores, including two in Florida, one in Texas, and one in Las Vegas, Nevada, will also get these design elements. Only time will tell if the company’s other 512 stores will see these upgrades, but if they prove to be successful in winning consumers back, it seems likely that they will.