RadioShack, which has been ramping up its mobile retailing efforts despite tough competition from the likes of Best Buy and Wal-Mart, said its new branding and strategy efforts appear to be paying off. The company also said it will begin selling Apple's iPhone in its stores nationwide next year, up from 10 stores now.
"The new positioning is getting through to consumers," RadioShack CEO Julian Day told BusinessWeek, which noted the company's improving share price as evidence. In late summer, RadioShack began a new branding effort around "The Shack" tagline, meant to emphasize the company's focus on electronics in general and mobile phones in particular--and to move away from the firm's roots as a radio supplier.
RadioShack recently began taking over Target's mobile retailing efforts, and in late September it added Verizon Wireless products to around 450 Sam's Club kiosks it operates. Day said RadioShack has been ramping up employee training to compete with mobile operations from Best Buy and Wal-Mart.
- see this BusinessWeek article
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