Nate, that Ward's expansion timeline concurs with how it happened locally. Up until the early 70's, the only Ward's we had was the narrow, rickety two-story downtown store, replete with wooden floors, which was far too small to offer much selection on anything. Hence the innumerable trips up the Nimitz to the San Leandro store (single story and very Searslike) or the giant Fruitvale store/catalog distribution center in Oakland. Even the attached parking structure there must have been six stories tall.
God, my parents had such an irrational loyalty to a retailer that not only failed them with the quality of the products it sold, but also with the actual brick and mortar (literally) facility it sold them out of. The huge stand-alone Sears of early 50's vintage with swaying palm trees and sparkle sidewalks was closer and had everything a family needed, including a free parking lot that was so huge I don't think it ever filled up even during the holiday season. Going to Wards meant bringing pennies and/or nickels for the parking meter, the associated hunt for a space, followed by the process of parallel parking, which so many people never get the hang of, then keeping one eye on the clock the whole time you were shopping. Sears was such a no-brainer.
The only explanation I can think of is that my mom worked for Sears in Chicago starting in the mid-1930's and probably came to hate them. Might there have been a dynamic unique to Chicago where you were either a Cubs or a Sox person, and either a Sears or a Ward's person? All are Chicago institutions.
I think we ended up with three new Ward's stores in town by the end of the 1970's. I was in all of them at one time or another.