R'Shack Offers Low-Price Phone Guarantee

Alan Wolf -- TWICE, 2/2/2012

Fort Worth, Texas - RadioShack will begin matching competitors' advertised prices for cellphones.

The low-price guarantee applies to identical pre- and post-paid mobile phones that appear in newspaper ads and circulars, and is good for up to 30 days after purchase at nearly 4,500 company-owned stores nationwide.

The program is designed to bolster RadioShack's position in the increasingly competitive mobile category, which is the company's largest sales segment and its primary growth vehicle. It is unclear however how the ad match guarantee will impact earnings, which the chain forecast would fall as much as 78 percent for the fourth quarter.

"In a fast-changing and increasingly complex mobility marketplace, it is vitally important for consumers to have the assurance that they have made the right choice," said RadioShack executive VP/chief merchandising officer Scott Young. "In this challenging economy, RadioShack is focused on delivering our customers greater peace of mind as they consider where and when to buy this essential tool for navigating daily life."

The offer joins other incentives such as a trade-in program for pre-owned products and free tech support for mobile devices purchased at the chain.

 The low price guarantee will not apply to online offers or unactivated handsets.