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Old-style RadioShack

Robert Francis

rfrancis@bizpress.net

RadioShack will open one of its new concept stores in the new Commerce Building in Sundance Square on Tuesday.
The 2,357-square-foot RadioShack features a mid-century modern feel, according to the Fort Worth-based electronics retailer.
The store has been tailored to honor RadioShack's hometown and its technology-rich history.


"We are thrilled to open our first and only custom concept store in Fort Worth, our home, and where so much of our spirit of innovation and customer service originates," said Joe Magnacca, CEO, in a news release. "Sundance Square provides an amazing location for this completely unique shopping experience, and we invite those who work, play and visit downtown Fort Worth to come and experience the new RadioShack."


The Fort Worth concept store joins several other concept locations in California, Massachusetts, New York, New Jersey and a just-refurbished location in Montgomery Plaza. RadioShack is opening a select number of these high-touch stores filled with interactive features and playful experiences in high traffic and high profile locations as part of the company's emphasis on reinvigorating its stores and repositioning the brand. The Fort Worth-based retailer opened its first new concept story on June 29 on Broadway in New York.
However, the downtown Fort Worth store will include some unique features, including:


-- Brand evolution banners line the outside of the store with logos dating
from 1921 to present day;
-- Interactive projections at the entrance and inside where movement sweeps
away the retro RadioShack logo to reveal the new logo introduced in July
2013;
-- Historical videos in store windows highlighting the heritage of
RadioShack and Fort Worth history with footage graciously provided by
local organizations including the Fort Worth Convention & Visitors
Bureau;
-- One-of-a-kind interior design features including elements of a "radio
shack" - a ship's communication center and inspiration for the brand -
at the checkout counter as well as retro product displayed throughout
the store; and
-- Custom Fort Worth uniform shirts featuring a retro logo.
The Sundance Square store joins the Montgomery Plaza store as the second concept store to open in Fort Worth; however, other area stores are receiving a facelift.


By this weekend, more than 70 Dallas-Fort Worth locations will have new paint and an all-new internal sign package. All D-FW locations have completed a merchandise update designed to deliver an improved shopping experience and make room for new products in several new categories. In November, all area stores will receive holiday window graphics, in-store displays and new product assortment.
By the end of 2013, RadioShack will have more than 100 concept and brand statement stores open and will have made improvements to nearly all 4,300 stores around the country.
Also making an impact on RadioShack's new strategy has been its work at another Fort Worth store on Camp Bowie Boulevard. The store has been dubbed the "living lab" by RadioShack officials and serves as the format and testing ground for a scalable store design that will be rolled out to select RadioShack stores in the coming year. According to a RadioShack news release, “this "low touch" approach delivers a more shoppable store requiring minimal investment for maximum impact. “
 

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