Can Radio Shack stay relevant?

Radio Shack has recently started a TV campaign to promote “Beats” headphones and wireless speakers, and it’s quite a departure. RetailWire panelists discussed the potential impact of the spot, and here’s my opinion:

Radio Shack has a long way to go in order to rebrand itself. The ad (and the focus on “Beats” product) is one step in the right direction, but much more needs to be done. Right now Radio Shack is plagued by an image as “the store in the local strip center carrying a bunch of random tech supplies that I can buy cheaper at Amazon”…not a good place to be. But some focus, narrowing of assortments and specialization do allow Radio Shack to take advantage of its “non-big box” format. One bold place to start a repositioning campaign might be with the company’s brand name itself.

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