#radioshack

The Plan To Save RadioShack

A few days after the launch of the latest iPhone and we still have lines out the doors of Apple Stores around the world. I was in this one on Friday. It truly was insane.

This stands in stark contrast to the recent news about RadioShack. Impending bankruptcy will probably drag this out for years, but the writing on the wall seems clear: the once-dominant consumer electronics retailer is going to die.

And that’s too bad. I, like so many people of my generation, have fond memories of the chain from my youth. It was the place to go and discover that anything and everything was possible with electronics. It was, in a way, the Apple Store of its day.

Okay, that’s probably a stretch. But if consumer electronics had been as mainstream in the 1980s as they are today, there’s no reason to think RadioShack couldn’t have been the place to be for everyone, beyond just the geeks.

Instead, RadioShack morphed into what was essentially a cell phone outpost pitted against the long-term interest of the carriers. Hence, the situation they’re now in.

No one is asking, but my plan to revive RadioShack would be to harken back to the old days with a twist of the way things currently are. I’d create an “Apple Store for everything.”

Yeah, yeah with Apple now the crown jewel of retail, everyone is trying to do this. But RadioShack has two distinct advantages. 1) This love of gadgetry is in their DNA. 2) They already have the retail presence.

And actually, number 2 has been a huge point of weakness for RadioShack. They’ve tried to close a large amount of current stores, but their investors won’t let them. So it may be time to turn the perceived weakness into a strength.

Yes, Best Buy and others have been trying to do this to some extent as well. But those stores are way too cluttered and intimidating. Radio Shack stores seem to be just the right size. The key would be to curate only the best-of-the-best Android devices, Google devices, Microsoft devices, Sony devices, etc. Not everything, just the best.

Then lay those items out around the store to let people try them out and compare. And have experts around to help. Experts not paid on commission. Experts who aren’t fucking clueless (go into a RadioShack store now, most employees are clueless about current technology). Actual experts in the various gadgets and ecosystems.

Yes, Radio Shack seems to be doing some of this with their new store strategy. But I’ve seen one of those new stores – they don’t go far enough. They’re just trying to be actual Apple Stores (including the emphasis on Beats). They should be more like Bizzaro Apple Stores.

Again, don’t offer everything, just the best things. Partner with The Wirecutter or someone who excels in this type of curation. Be the place people trust to sort through the gadget clutter.

And maybe mix in some new, exciting tech. Things like Oculus, 3D printers, etc. Things that excite the public’s interest and things they want to see in person.

If you can establish yourself in this way, I think the lines out the door on launch days (of select products) may follow.

Remember, when the first Apple Stores launched, they were ridiculed as a failure waiting to happen. Apple did a lot of smart things to get to where they are now, but the focus on quality products is what ultimately made the strategy work. We may not be able to rely on other consumer electronic giants to do the same on their own, and that’s where RadioShack could step in. To curate. The Apple Store for everything else.

(Written on my iPhone)

The writing is very clearly on the wall here: Radio Shack seems screwed. And that’s too bad, because it was once such a great retail chain.

No one is asking, but my plan would be to create an “Apple Store for everything and everyone.” That is, use their current weakness, their insanely large store footprint, as an advantage. Create an Apple Store-like experience for more than just Apple products, all over.

Apple can’t do this for obvious reasons (they’re not going to sell Android devices). Neither can Microsoft (they’re not going to sell iPhones). Neither can the carriers (well they potentially could but they’re far too greedy). And Best Buy is just a bloated mess at this point.

It sounds like RadioShack is starting to do some of this. But I’ve seen the new stores. They’re not going far enough.