By Lisa Johnston
New products on display at the American International Toy Fair, held in N
Fort Worth, Texas – RadioShack has opened two more concept stores and several more modest variations as it seeks to revamp its showrooms.
The newest concept stores, located in Southampton, Long Island and Jersey City, N.J., follow the format’s debut in Manhattan last month under recently named CEO Joe Magnacca.
A fourth store is set to open near company headquarters here in October.
Like their predecessor, the new stores feature live product displays, interactive touchscreen panels, updated signage, a wireless speaker wall that allows A-B demos from customers’ Bluetooth devices, and reconfigured layouts and fixturing.
“We selected two distinct store types, a popular getaway community for New Yorkers in Southampton and a New Jersey mall store that shares a lot in common with our highest traffic mall locations nationwide,” Magnacca said.
In addition, RadioShack has completed several less-radical remodels that incorporate elements of the concept showrooms at a minimal investment, and could serve as the template for a redesign across the 4,300-store chain.
These so-called “low touch” format stores, located in Manhattan and Hato Rey, Puerto Rico, along with a test store near company headquarters here, feature open floor plans with low-profile fixtures; brighter lighting and fresh lifestyle images; revised product placement; a deeper do-it-yourself selection; and an edited assortment that focuses on key brands and categories.
“In the short time since opening our initial concept stores and the ‘living lab’ in Fort Worth, we’ve learned a tremendous amount about how to make our stores more shoppable,” said Magnacca, who similarly transformed the Duane Reade pharmacy chain during his tenure there as president. “We’re creating a place to discover ways technology makes your life more fun with a selection just right for your lifestyle. Loyal customers who have been shopping us for years will have an easier, more satisfying experience in the store, and new customers will be amazed at the innovation in exclusive product lines, hot destination brands and in-demand mobile options we offer to a new generation of shoppers.”
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