ShopKo's latest merchandising effort, a teen lifestyle department called Urbanology, is squarely situated at the crossroads of where the company has come from and where it is headed. It showcases not only ShopKo's ability to build on core departments and competencies, but also its ingenuity and drive to differentiate from the competition.

Urbanology is a microcosm of several different departments all focused on one thing--the younger consumer.

Located near the front and center of the store, the area is clearly targeting Generation Y girls by coordinating youth-oriented apparel, accessories, home accents, electronics and even magazines.
The department features such items as denim apparel, glitter makeup, room or dorm accessories, denim bags, bright-colored backpacks, sleepwear, trendy jewelry, slippers, CD holders, portable CD players in bright colors, neon wall clocks, candles and furry pillows.

Urbanology is a self-contained department: two sides on an aisle and back walls strung with merchandise. Teen-oriented magazines are placed throughout, display racks are of varying styles and sizes, and overstuffed pillows and chairs help create a cozy, welcoming atmosphere. It looks more like a specialty store in a shopping mall than a couple-thousand-square-foot department found within a discount department store. The company plans to staff the department with a "Generation Y"-type teammate during peak hours.