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RadioShack Revamps Web Site

Forth Worth, Texas — RadioShack re-launched its e-commerce site today with a new, cleaner layout that’s designed to load quickly on all computer systems.

The re-tooled site, which retains the URL, also has an expanded assortment and such user-friendly features as product comparison grids, customer ratings and reviews, and CNET buying guides.

“We looked at best practices in terms of content, search, browse, assortment and even multi-channel integration,” said Stu Asimus, RadioShack’s senior VP and chief channel operations officer. “We also considered that study after study of online shoppers reveals people consider the critical areas of performance for Web sites to be simple navigation and search, easy checkout and limited downtime, especially during peak traffic periods.”

According to Steve Duchelle, the chain’s VP/web channels, the new site navigation and content is based on the customer’s view of products and services rather than a traditional merchant’s view. “We conducted multiple surveys and usability studies trying to better understand customer wants and needs online,” Duchelle said.

To that end, the site allows customers to review and track their order histories, register online, create and email wish lists, receive back-in-stock e-mails for out of stock merchandise, shop at boutique stores-within-a-store such as the clearance center, and purchase and redeem gift cards online.

GSI Commerce provided e-commerce technology and customer care services for, while Blast Radius, a customer experience innovation firm, helped fashion the site’s online experience.