RadioShack Opens Third Concept Store in New York Area; Begins Rolling Out New, Scalable Store Format Around the Country

RadioShack Corporation

opened two new concepts stores in the New York area for a total of three. The company also revealed details of the development of a "low touch" format coming to select neighborhoods nationwide in the coming months. As part of RadioShack's emphasis on reinvigorating stores and repositioning its brand, the company is opening a select number of high-touch stores filled with interactive features and playful experiences in high-traffic, high-profile locations. The dramatically remodeled store at 68 Main St. in Southampton on Long Island opened Saturday, August 3, 2013. The Southampton location showcases how the concept store configuration and customer experience suit a high-end destination community. The store features the celebrated speaker wall and other interactive areas designed to help shoppers experience technology. The company also recently renovated one of its most popular mall locations, Newport Centre Mall in Jersey City, N.J., into a concept store. "Our latest concept stores demonstrate how readily the new 'RadioShack: Let's Play' platform comes to life in different ways, creating a completely new brand experience for consumers," said Joe Magnacca, chief executive officer of RadioShack. "We selected two distinct store types, a popular getaway community for New Yorkers in Southampton and a New Jersey mall store that shares a lot in common with our highest traffic mall locations nationwide. The transformation in these stores is remarkable." The two additions join the first concept store at 2268 Broadway in Manhattan's Upper West Side, which opened just more than a month ago, as part of the company's strategy to quickly make a significant difference in the customer experience in one of the nation's most important shopping markets. Adding the Low-Touch Approach The company also completed several remodels and relocations incorporating the spirit of the concept store changes in scalable, "low touch" format that delivers a more shoppable environment. Shoppers will start to see this new format in select markets this fall. Among the first to get this fresh new look are the mall stores in Manhattan Mall in New York and Plaza Las Americas in Hato Rey, Puerto Rico, both of which opened in July. RadioShack began testing the new "low touch" format, which requires minimal investment with maximum impact for consumers, in May at a "living lab" located on Camp Bowie Blvd in Fort Worth, Texas. "Low touch" stores reflect a cleaner, brighter environment; visually appealing open floor plans with low-profile fixtures; powerful brand statements around ownable business categories; improved product placement – with headphones, speakers and digital fitness greeting customers at the front and mobile phones displayed by manufacturer with accessories along the wall; a generous DIY section to serve the Maker movement; fresh new merchandising featuring lifestyle images; and the refined product assortment the company has discussed in recent weeks. "In the short time since opening our initial concept stores and the living lab in Fort Worth, we've learned a tremendous amount about how to make our stores more shoppable. We're creating a place to discover ways technology makes your life more fun with a selection just right for your lifestyle," Magnacca added. "Loyal customers who have been shopping us for years will have an easier, more satisfying experience in the store and new customers will be amazed at the innovation in exclusive product lines, hot destination brands and in-demand mobile options we offer to a new generation of shoppers." For more information about RadioShack's concept stores, read the original release here. About RadioShack Corporation RadioShack

is a leading national retailer of innovative mobile technology products and services, as well as products related to personal and home technology and power supply needs. RadioShack® offers consumers a targeted assortment of wireless phones and other electronic products and services from leading national brands, exclusive private brands and major wireless carriers, all within a comfortable and convenient shopping environment. RadioShack employs approximately 30,000 knowledgeable and helpful sales experts globally. RadioShack's retail network includes more than 4,300 company-operated stores in the United States, 270 company-operated stores in Mexico, and approximately 1,000 dealer and other outlets worldwide. For more information on RadioShack Corporation, please visit www.radioshackcorporation.com; to purchase items online, please visit www.radioshack.com. RadioShack® is a registered trademark licensed by RadioShack Corporation.