New York -- RadioShack Corp. unveiled its new concept store, opening a location on the Upper West Side of Manhattan. The store showcases an updated brand logo and a number of features that will be part of a new generation of RadioShack stores that will be rolled out in locations throughout the United States and internationally over the next several months. The new concept is part of a wider initiative by new CEO Joseph C. Magnacca, who took the reins in February, to turn around the ailing chain.
The new store is designed to attract tech-hungry shoppers and to provide an environment that makes the buying experience fun. The new features include displays that highlight top-selling brands, interactive fixtures, in-store touch-screens, apps that explain product details, and expert “Texpert” staff.
"I am very excited about this store, which brings the essence of our new 'RadioShack: Let's Play' branding to the heart of Manhattan, and I am also thrilled about the support and very positive reactions of our neighbors," said Magnacca. "Our goal at RadioShack is to make our iconic brand relevant to new segments of the consumer market, while reinforcing our commitment to the strong and loyal base of customers who have known RadioShack for many years."
RadioShack will open several different store prototypes in New York, New Jersey and Texas during the next several weeks. Store configurations will be locally customized and the retailer will use key learnings from the prototypes to guide future retrofits and remodeling of many of its 4,300 stores throughout the United States.
“We have pre-tested with consumer panels a number of the concepts that are rolling out in the 2268 Broadway (Manhattan) store, and we know that consumers are excited about them," Magnacca said. "But based on my nearly 30 years in retail I know that the proof of concept always comes when shoppers begin exploring the stores, and that the evolution of the shopping experience never ends. We will fine-tune the concepts people are seeing here today, and by making the experience a fun one for the consumer, with the right mix of products, placement and price, we expect be able to build the trajectory of RadioShack's growth and profitability."
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