In 1991, a new era began for ShopKo. ShopKo introduces its new transformation program, dubbed "Vision 2000." Vision 2000, introduced by ShopKo COO William Podany as a form of "organization shock treatment," consisted of an overhaul of the entire ShopKo chain, which included a transformation of their existing store base, from orange, red, and yellow to red, white, navy blue, and battleship gray with a new Crillee font-based logo, while opening new prototype stores with the new look and logo, like the one pictured above, located in River Falls, Wisconsin. ShopKo also plans to re-merchandise the existing stores with a better selection of merchandise. The strategy also included a rebuilding of the logistics and distribution systems, the development of world-class strategic systems, the development of a leading-edge health services segment, and a sharpening of merchandise in five opportunistic areas, including apparel, home, health, seasonal, and everyday basics. ShopKo introduced a Merchandising Doctrine, which had one goal, which was to create a symbiotic and synergistic relationship between the ShopKo discount stores and their corporate headquarters in Green Bay, Wisconsin. The new strategy presented a challenge, not only to be different from their competition, but to do things better in a small box. ShopKo has already benefited from its category dominance strategy, even though it had to mean an exit from a number of successful hardlines businesses. The new prototypes combine high quality with low prices, although it won't be comparable to the marts, since it will be the lowest price available.
Here's a small list of the ShopKo Vision 2000 prototype stores that have opened in the 1990s:
Fort Collins, CO
River Falls, WI
Beaver Dam, WI