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Brief Published: 21 Nov 2013

RadioShack’s Technology Playground


US electronics retailer RadioShack is looking to boost its presence in the face of opposition from larger American rivals Best Buy and Amazon via a new slogan – “Let's Play!” – and a series of flagship store concepts designed to promote it as a friendly “neighbourhood technology playground”.

The latest instalment of its mission comes via a second flagship concept store (the first opened in New York in July 2013) launched in the brand’s hometown of Fort Worth, Texas. The interactive shopping format features a DIY area with in-store experts, designed specifically for consumers eager to create their own electronic gadgetry. This directly reflects the brand’s online maker platform, which encourages consumers to upload hacked projects using RadioShack’s electrical components.

Meanwhile, a speaker wall lets consumers compare speakers by experimenting with music stored on in-store tablets or shoppers’ own devices, while a mirrored wall of demo headphones aims to speak to the brand’s more trend-led, fashion-conscious shoppers.

The styling of the space, which is conceived for full roll-out, is considerably brighter and more open plan than the brand’s standard stores and is markedly fuelled by a wealth of touchscreen-enabled displays and demo stations.

By the end of 2013, 100 concept and brand statement stores will have opened across the US, while all 4,300 RadioShack stores will have an in-store revamp.

The Christmas holiday season will see RadioShack opening two pop-up shops in New York City – look out for our Christmas Pop-Up report, publishing in December.

For more on how technology retailers are using their store concepts to rebrand, see Tech Boutiques, Specialise to Survive, iSmash: Premium Tech-Customisation Hub, New Tech Retail: Dixon’s Urban Toy Store and Dixon’s Tech-Savvy Airport Concept.

For more on embracing consumer creativity, see Product Hubs: Experimentation & Co-Creation and the Industry Trend Consumer Creators