Headlines

Beauty is as Beauty Does

And ShopKo wants beauty to sell better

Published

24 years ago

August 4, 2000

admin1

If Beauty is only skin deep, ShopKo is going deeper with beauty. The Green Bay, Wis., discount retailer is unveiling a new prototype featuring an enlarged and upgraded cosmetics departments.

First is the department's location. Formerly part of the accessories area, the news stores will feature cosmetics adjacent to health and beauty care – recognizing the tie between health and beauty, and creating miniature drug stores under ShopKo roofs.

Described as more upscale, the new cosmetics departments have wood floors and specialized lighting. Additionally, SkopKo has eliminated promotional displays to keep the new space clean-looking and to avoid draining sales from the peg walls.

About a half-dozen of the chain's 165 stores have been cosmetically enhanced.

MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design