The strategy was entirely consistent with the company decision to locate its stores in suburban shopping centers. Customers, who continued to move to the suburbs, were attracted by the convenient shopping location. New stores were built in company –owned and developer shopping centers close to suburban housing. Old stores were modernized in an effort to attract the “up scale” discount shopper. While this modernization required a substantial investment of capital, the improvements were designed to lead to a higher turnover of merchandise and a higher return on equity.