By Lisa Johnston
New products on display at the American International Toy Fair, held in N
New York — RadioShack is converting two Manhattan locations to its new concept store format.
The so-called “high-touch” stores, located at Seventh Avenue at West 23rd Street and Broadway at West 109th Street, follow the ground-up opening of the first new-format store in New York in July.
All feature interactive displays, new signage and revamped floor plans that merchandise products by power brands and product classification.
The chain later opened prototype stores in Jersey City, N.J., and Southampton, N.Y., and converted a Midtown Manhattan mall-based shop to a less radical, and more readily scalable, “brand statement” remodel that incorporates some of the concept stores’ features.
The Seventh Avenue store soft-opened this past Saturday, and the Broadway store is scheduled to reopen on Oct. 12.
The store redesigns are one element in a far-reaching revamp of the chain’s marketing, advertising, assortment, procurement and back-room systems under new CEO Joe Magnacca.
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