Retail Merchandiser - September/October 2013 - (Page 51)

Real Estate RADIOSHACK Rebuilding RadioShack The veteran retailer hopes a new concept store and remodeling effort geared toward interactivity and spotlighting the latest technology trends will help it regain marketshare and remain relevant to consumers. RadioShack is modernizing the look of its stores, but the brand’s core business will remain in do-it-yourself products. W ith more than 4,300 locations in North America and 90-plus years of history behind it, there's little doubt that RadioShack is a household name. Recognition is not a problem for the Fort Worth, Texas-based company, but intense competition in the consumer electronic marketplace and common public perceptions about its products and offerings have proven to be challenging to its bottom line in recent years. “You ask somebody today about RadioShack, and they'd say that's where they go to get batteries or cables; they don't know the relevancy of whom we really are or what we really sell,” Senior Vice President of Store Concepts Michael DeFazio says. “Our demographic today is centered around the male consumer who grew up with the brand. We’re committed to expanding our audience to teens and young adults while continuing to serve our traditional customer.” The company is working to change that through a new store concept as well as the gradual remodeling of many of its existing locations. “We sell a lot of things consumers don't give us credit for having,” DeFazio says. “We want to transform the company and show people we sell products relevant to today’s trends.” September/October 2013 Michael DeFazio, senior vice president of store concepts Fort Worth, Texas retail merchandiser 51

Table of Contents for the Digital Edition of Retail Merchandiser - September/October 2013

Retail Merchandiser - September/October 2013
BLE 2013
Cyber Defense
Looney Tunes
The Biggest Loser
SeaWorld Parks & Entertainment
LeBlanc’s Food Stores
Clark Appliance
16 Handles
Cycle Gear
Wedge Community Co-op
All-Rite Construction Inc.
Radio Shack
Terraco Inc.
New & Notable
Focus on Convenience Stores
Bagels or Bookcases
Healthy Food
NACS 2013
Casey’s General Store
Monarch Custom Beverages
Craig Distributing
Nouria Energy
Maritime Farms
Speedy Q Markets
Parker Cos.
Orton Oil
The Linn Cos.
Tiger Fuel Co.
Architec Housewares
State Oil Co.
La Vie en Rose
New & Notable

Retail Merchandiser - September/October 2013