RadioShack, the U.S. electronics retailer, has launched its first new generation concept store in New York offering tech-hungry shoppers “a new level of products, service and excitement in a store that makes the buying experience fun”.
The new format incorporates:
– Helpful, informative Texpert staff
– Technology that makes shopping interesting and playful, like touchscreens and apps.
– Newly configured displays highlighting in-demand brands such as Apple, HTC and Samsung.
– Store fixtures that enable shoppers to find and compare products e.g., a display demonstrating the capabilities of several models of GoPro cameras.
The store’s features and messaging appear to reinforce RadioShack’s goal “to make the brand relevant to new segments of the consumer market” – the Millenials. For example, some of the written calls to action are: on the Speaker Wall “Rock It” sign (as seen, above, inviting shoppers to play tunes from their own Bluetooth-enabled mobile devices to listen to different models of audio equipment) or “Power It” and “Create It” (as seen on the store’s Facebook invitation to New Yorkers to check out the new store) according to BrandChannel.
RadioShack plans to open a variety of different stores like this in other locations in New York, New Jersey and Texas. The new store configurations will be customised based on locations, local buying patterns and neighbourhood needs.