ShopKo is Going Soft

ShopKo Stores Inc. (Green Bay, Wis.) announced a new look for several of its stores. The discount retailer has completed nine store remodels this year, the most recent in Great Falls, Mont., Twin Falls, Idaho, Rapid City, S.D., and Logan, Utah.

“You always have to stay fresh, the customer demands that,” said chairman and ceo Mike MacDonald. “We're evolving with our customers and their needs.” That customer is described by Shopko as a mother with children at home and the new store look is described as being softer and more feminine. The newly remodeled stores also feature Shopko’s new logo with a tag line geared specifically toward that female customer: “My Life. My Style. My Store.”

“The palette will be warm, but updated with more modern colors and design details,” said Jane VanAuken, vp, store planning. “We are also completely rearranging our merchandise for better flow and ease of shopping.”

There are new focal fixtures in jewelry, accessories, apparel and home. The pharmacy and optical areas will also be updated with new fixtures, furniture and optical rod walls. And the stores will have upgraded lighting and signage. The company said the improvements will carry through all the way to updated fitting rooms and customer washrooms.

“Having drive-up stores where it's easy to get in and out is important, and having stores where it's easy to navigate strollers and find merchandise categories is equally important,” MacDonald said. “What we’re trying to accomplish is a softer look and a more inviting atmosphere because that will make customers feel more comfortable entering our stores.”