Note to customers: The marketing department at RadioShack would like you to please add their name to your list of readily identifiable, iconic shacks. (Already on mine: the Love Shack, Groundskeeper Willie’s shack, and the Shake Shack, which serves up mean burgers in NYC’s Madison Square Park.)
In an effort to highlight their non-radio merchandise (and perhaps lift sagging sales figures), the company will launch an advertising campaign to “rediscover” the Fort-Worth-based chain as “The Shack.”
“When a brand becomes a friend, it often gets a nickname—take FedEx or Coke, for example,” Lee Applbaum, Chief Marketing Officer at Radio Shack, said in a release. “Our customers, associates and even the investor community have long referred to Radio Shack as ‘The Shack,’ so we decided to embrace that fact and share it with the world.”
Really?I find this reminiscent of Kentucky Fried Chicken’s rebranding years ago as “KFC,” which seemed like an attempt to sell the company by making its name more obscure.
RadioShack, like most major chains, has a middling rank in our Ratings of electronics retailers (available to subscribers). It received lower scores than many chains for price, selection, and product quality, but scored well for customer service and checkout.
I for one have never heard RadioShack referred to as “the shack.” Ever. Do you call it that? If so, please say so below. (Seriously, show yourselves.) —Nick Mandle
Previous
Post a comment
Comments: