Melissa Blandford, SVP at DSW
What problem does the Aetrex Foot Scanner solve for DSW customers?
“The scanner has been a game changer. It takes just 11 seconds, is self-service, and gives detailed insights into your arches, pressure points, and recommended shoes. Parents especially love it for kids — it gives them confidence that the shoes they’re buying truly fit. It’s a real differentiator for us.” - Melissa Blandford, SVP at DSW
How easy has it been to implement Aetrex technology in stores, and what results are you seeing?
“It’s surprisingly seamless — plug and play. Customers love it, especially kids who get selfies with Tootsie, balloons, and stickers after scanning. It turns shopping into a fun experience rather than a chore.
It’s also driving results: fewer returns, higher customer confidence, and increased sales because shoppers are getting the right shoes and adding insoles. We’re also sending reminders to adult customers — for example, runners who should replace their shoes every 300 miles”. - Melissa Blandford, SVP at DSW
How has Aetrex technology enhanced the in-store experience for both customers and associates?
“It’s made a huge impact. Our merchants highlight kids’ brands with comfort features like memory foam and arch support, and we use Aetrex’s data to educate parents on proper fit. Associates love it too — they use Aetrex insoles themselves and often scan their own kids on ‘Bring Your Kids to Work Day.’ It’s created a fun, interactive experience that builds confidence for shoppers and our team alike.” - Melissa Blandford, SVP at DSW
How important is it to have a partner like Aetrex when testing new retail technology like AI and VR?
“It’s crucial. Aetrex is in stores with us constantly — testing, learning, and bringing new ideas to the table. That kind of trusted partnership gives us confidence to innovate in ways that truly benefit our customers.” - Melissa Blandford, SVP at DSW
What makes DSW’s partnership with Aetrex so successful?
“It’s all about creating confidence and fun — for both kids and adults. Technology like Aetrex’s lets us elevate that experience while staying true to what DSW does best. We’re blending innovation with real-world retail value. Seeing families enjoy scanning, learning, and shopping together — that’s what makes it all worthwhile.”
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