Radio Shack Reformats Its Stores; At Last

Radio Shack announced that it plans to reformat two-thirds of its 6,000 stores. According to Peter Whitsett, Radio Shack’s head of merchandising:

The changes will result in more organized and easier-to-navigate stores that will help customers better compare products.

My take: It’s about time. In a previous post, I mentioned that Radio Shack customers aren’t very loyal to the retailer. The retailer’s experience has a lot to do with it. Radio Shack came in at the bottom of the 27 retailers in Forrester’s Customer Experience Index. During other research, we found flaws in Radio Shack’s in-store shopping experience as well as its Web-store cross-channel experience. When we looked at the process of shopping for a digital camera, we actually found that Radio Shack had some excellent content at the front of the store. But it was almost impossible to see the information, because it was buried in small font behind the cameras. The rest of the Radio Shack store seems like a random collection of stuff; not easy to navigate and not compelling to browse.

The bottom line: I’m looking forward to Radio Shack’s new look.

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I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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