RadioShack (NYSE: RSH) will open two more concept stores this week. One will open in Sun Valley, Calif. while another will debut in Manhattan as the chain continues to pepper the urban island with shiny new prototypes.
Both stores will open on Saturday, March 22.
The two stores join roughly 25 concept stores that have opened since the company began converting older units in July 2013. All of RadioShack's concept stores feature remodeled interiors and provide interactive areas.
In addition, all newly remodeled stores feature a speaker wall controlled by in-store tablets, an "Idea Center" where shoppers are encouraged to bring their ideas to life through collaboration with store associates at a convenient work space, and newly configured displays highlighting in-demand brands like Apple, HTC and Samsung, as well as mobile carriers such as AT&T, Sprint and Verizon.
There also are designated areas on the sales floor where shoppers can receive one-on-one training, a key concept behind RadioShack's latest "'Do It Together" marketing campaign. Many of RadioShack's shoppers skew to an older age bracket and look to the store for help with gadgets, device setup and electronics troubleshooting. The new "DIT" campaign lets shoppers know that they can get the help they need when they walk into any RadioShack store.
RadioShack's concept stores are the company's way of upgrading older, outdated store formats. The company is working to attract and convert a segment of shoppers who use brick-and-mortar for "showrooming," leave empty-handed and later head to Amazon.com to make their purchases.
RadioShack has said that if the concept stores are successful, the company plans to roll out the new design to all of its locations in the U.S.
RadioShack has been in the midst of a turnaround effort for several years, and is still struggling to generate sales. The retailer announced on Mar. 4, it would close up to 1,100 stores, 20 percent of its locations, after reporting a much wider than expected fourth-quarter loss of $191.4 million on plunging sales in the holiday quarter.
RadioShack to close 1,100 stores amid plummeting sales
Can RadioShack re-invent itself, again?
Super Bowl commercials: Carmax, H&M, RadioShack are retail's winners, Amazon, Subway miss the mark
RadioShack reports $112 million loss, confirms new financing
RadioShack seeks funding; makes turnaround effort