Shopko Stores Case Study

Challenge

Shed dated perception, attract younger shoppers

Competing against the chic vibe of Target and the low prices of Walmart, Shopko was stuck squarely between the two. Worse, a lagging women’s apparel assortment coupled with an emphasis on the pharmacy, created a perception of being “my mother’s” store. Lacking a clear image, the brand struggled to attract younger shoppers. Shopko needed a way to open the door to young consumers while maintaining the loyalty of its longtime clientele.

The Solve

It’s not about the stuff, it’s the life you live with it

Our new positioning shifted emphasis from the goods being sold to the richer life those goods enabled, a mindset relevant to a younger, less materialistic generation. Long-time customers equally embraced the idea seeing it as validating their lifestyle and honoring their communities. The promise was fulfilled by an improved product assortment of more of what you need with less of what you don’t. High-touch customer service from familiar faces and tangible demonstrations of community commitment offered further proof. The idea came alive in a new identity, redesigned stores, fresh color palette and new tagline.

Results

Brand facelift stirs hearts, opens pocketbooks

  • Increase seen in number of trips and dollars spent per visit
  • Online sales have soared more than 20%
  • Brand commits to 200 new stores over next two years