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R'Shack Offers Low-Price Phone Guarantee

2/02/2012 03:26:55 PM Eastern

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.