Shacking Up

RadioShack (Fort Worth, Texas) debuted its new prototype store concept yesterday at the Charles D. Tandy Center, the site of the retailer's corporate headquarters. It was the first new RadioShack retail concept in 25 years.

Called “Best to Shop,” the concept features a redesigned customer flow around a sales counter located in the middle of the store. More designed point-of-purchase store signage tells customers exactly where merchandise is located (as well as providing information about the benefits of the products). RadioShack's color schemes remain the same, but have been altered through innovative, modular wall-system fixtures. Store associates can change the layout of merchandise and store colors within hours.

The new concept, at 2700 square feet, is also about 23 percent larger than the previous typical RadioShack. It allows for wider aisles and more open space.

“This newest concept is the next step in our quest to gain further relevance with the consumer,” said chairman and ceo Leonard Roberts. “This refreshing store design supports our focus on anchor businesses and the growing digital product revolution and allows us to expand our assortment. “

The new prototype concept will roll out to 20 Jacksonville, Fla., store locations this fall

Aspects of the new concept were initially tested in stores in Tucson, Ariz. According to David Edmondson, president and coo, shoppers said they favored the brighter color scheme (lime green, orange, purple and blue) and the sleek, contemporary look expanded RadioShack's appeal to women and younger shoppers. Tucson shoppers also liked the wider aisles, the product accessibility and the ability to interact with the products.

However, RadioShack found that putting the sales counter at the front of the store created in-store traffic flow problems.

“We consider the Fort Worth store a living laboratory that will enable us to measure consumer response and experiment with new ideas,” said Edmondson. “Operating a concept store within our corporate headquarters will also allow employees to view first hand how the new design is received by consumers which will help us further refine the concept. This store is considered an ongoing focus group.”