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 an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

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