RadioShack Corp. on June 29 opened the first of a new generation of stores set to rolled out around the country and internationally over the next several months, part of a new refurbished retail image courtesy of the Fort Worth company’s new leadership. The company also unveiled a new updated logo. Located at 2268 Broadway at 81st Street in Manhattan’s Upper West Side, the store is designed to attract tech-savvy shoppers. The store features: • Newly configured displays highlighting in-demand brands like Apple, HTC and Samsung, as well as mobile carriers such as AT&T and Verizon; • Store fixtures that enable shoppers to find and compare products, such as a Speaker Wall allowing customers to compare speakers by playing music from their own Bluetooth-enabled mobile devices, and a display demonstrating the capabilities of several models of GoPro cameras; • Technology like touchscreens and apps that help shoppers understand the benefits of products; “I am very excited about this store, which brings the essence of our new ‘RadioShack: Let’s Play’ branding to the heart of Manhattan, and I am also thrilled about the support and very positive reactions of our neighbors,” said Joe Magnacca, CEO of RadioShack in a news release. “Our goal at RadioShack is to make our iconic brand relevant to new segments of the consumer market, while reinforcing our commitment to the strong and loyal base of customers who have known RadioShack for many years. We know that all of these consumers like technology when it makes their lives simpler, but they love technology when it make their lives fun.” Over the next several weeks, RadioShack plans to open a variety of different store configuration prototypes in the New York metropolitan area, as well as in New Jersey and Texas. The configurations will be customized based on locations, local buying patterns and neighborhood needs. The company will use information learned from the new concept stores for future retrofits and remodeling of many of RadioShack’s 4,300 stores in the U.S. “We have pre-tested with consumer panels a number of the concepts that are rolling out in the 2268 Broadway store, and we know that consumers are excited about them,” Magnacca said. “But based on my nearly 30 years in retail I know that the proof of concept always comes when shoppers begin exploring the stores, and that the evolution of the shopping experience never ends. We will fine-tune the concepts people are seeing here today, and by making the experience a fun one for the consumer, with the right mix of products, placement and price, we expect be able to build the trajectory of RadioShack’s growth and profitability.” Â