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.