RadioShack unveils ‘low-touch’ format

FORT WORTH, Texas — RadioShack has unveiled a new “low touch” concept store format at the Manhattan Mall in New York and at Plaza Las Americas in Hato Rey, Puerto Rico, and plans to open another in downtown Fort Worth in October.

RadioShack’s new “low touch” concept stores reflect a cleaner, brighter environment; visually appealing open floor plans with low-profile fixtures; improved product placement with headphones, speakers and digital fitness greeting customers at the front and mobile phones displayed by manufacturer with accessories along the wall; a DIY section and a refined product assortment. The retailer began testing the new format with customers in May at a “living lab” in Fort Worth, Texas.

"In the short time since opening our initial concept stores and the living lab in Fort Worth, we've learned a tremendous amount about how to make our stores more shoppable,” said Joe Magnacca, CEO of RadioShack. “We're creating a place to discover ways technology makes your life more fun with a selection just right for your lifestyle. Loyal customers who have been shopping us for years will have an easier, more satisfying experience in the store and new customers will be amazed at the innovation in exclusive product lines, hot destination brands and in-demand mobile options we offer to a new generation of shoppers."

The Fort Worth low-touch store will be 2,357 sq. ft. and located at 426 Commerce Street at the Commerce Building in Sundance Square Plaza.

In related news, the retailer has also opened two new concept stores in the New York area, bringing the total number there to three. The stores will be located in Southampton, N.Y., and the Newport Centre Mall Jersey City, N.J., joining the concept store opened last month on Broadway in Manhattan. The concept stores feature newly configured displays, as well as interactive store fixtures such as a speaker wall that lets customers play music from their mobile devices and various touch-screens and apps.