Fort Worth, Texas - RadioShack is upping its NASCAR quotient by opening on-site RadioShack@Speedway shops during five races between May and November.
The temporary retail storefronts will carry race scanners, batteries, headphones, adapters, fanny packs, binocular/digital camera combos, FRS radios and other products aimed at racing enthusiasts, racing teams and drivers.
The product mix is based on the sales trends at traditional RadioShack stores during race weekends that neighbor five speedways. The concept was first tested during a Winston Cup series race in Las Vegas, where the top selling item was a scanner that allowed users to listen in on conversations between the drivers and their pit crews.
'It was a huge success,' said Lou Provost, executive VP/sales channels.
The effort expands RadioShack's exposure to NASCAR fans and follows the retailer's co-sponsorship of this month's Samsung/RadioShack 500, held at the Texas Motor Speedway near company headquarters. According to ARS analyst Todd Smith, the NASCAR circuit is a 'staple of [RadioShack's] advertising budget due to its high reach with low frequency costs' and brand-loyal fans.