ShopKo working to position products better

By Cecile B. Corral -- Home Textiles Today, 3/15/2004 12:00:00 AM

GREEN BAY, WIS. —

ShopKo Stores Inc. has transitioned the the fashion bedding and bath assortments at its ShopKo unit, the company reported during its year-end and fourth-quarter conference call last week. ShopKo also said it is taking similar measures with its window treatment offerings to help motivate stronger sales for its linens, domestics and home décor departments.

ShopKo suffered soft sales in the fourth quarter in these home departments — as well as in trim-a-tree, women's apparel and jewelry.

"The linens and domestics areas suffered from weak sales of seasonal products, and we were in the midst of a transition in our fashion bed and bath merchandise," said Sam Duncan, president and CEO. "This transition was completed in January and already sales results are encouraging."

As ShopKo stores continues with an initiative embarked on last year to remodel key locations within the Shopko division, it will roll out to more units some successful merchandising changes that were tested at three recently renovated stores in Wisconsin — Eau Claire, Neenah and Ashwaubenon. One example of these merchandising changes is the expansion of the number of display windows for curtains and other window treatments, Duncan said. "Changes like this improve the sales experience," he added.

Another upcoming change this year for the ShopKo division is the addition of more promotional sales events. "We continue to be pleased with our one- and two-day sales events," said Duncan.