In an effort to take on Amazon-owned Zappos and other online retailers, DSW is shaking things up with a brand new look and revamped rewards program. New in-store features include a concierge area for shoe repair, a full-service nail salon, and much more. The company is also introducing an overhaul of its rewards program, which currently boasts 25 million members. DSW is trying out the new look at its flagship store in Columbus, Ohio, which is close to the company's headquarters. The front of each store will also feature a kids section, hitting all stores just in time for back-to-school shopping.