RadioShack appears to be in the midst of a new branding campaign centering on "The Shack" as a tagline for the electronics retailer. The move could reflect the company's efforts to refresh its approach amidst increasing competition in the consumer electronics space in general and in mobile phones specifically.
The company has set up a promotional Web page for an event called "The Shack Summer Netogether," which is set to to begin Aug. 6. According to a post on the blog Engadget, the company plans to rebrand its signage as "The Shack" by year end.
When RadioShack announced a retail deal with T-Mobile USA last month, it made sure to note that fully 30 percent of its total sales are generated by wireless products. The company currently sells products from Alltel, AT&T Mobility, Sprint Nextel and Virgin Mobile USA, but has been pressured by Best Buy in the mobile space. Best Buy said in June that it plans to open 40 stand-alone Best Buy Mobile stores this fiscal year, and will look to quintuple its share of the U.S. mobile phone market to 15 percent.
A RadioShack representative could not be reached for comment at deadline.
- see RadioShack's promo page
- see this Electronista post
- see this Engadget post
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