How RadioShack Got Its Groove Back
The beleaguered electronics retailer wants to get back to its roots: being MacGyver to MacGyvers.
During the Super Bowl, RadioShack aired an ad that kicked off the retailer’s new “Do It Together” marketing campaign. Two zoned-out red shirts stand in an old outlet-mall RadioShack store. The doors bust open. Enter Hulk Hogan, Cliff from Cheers, Mary Lou Retton, Alf, Sargeant Slaughter, and others. They scour the premises for their favorite stuff and carry everything out the door, leaving the red shirts standing alone in the dust. The tagline? “The ’80s called. They want their store back.”
Cool ad, but it missed the point. It’s the Radio Shack of the 2000s, and even the 2010s, that people hate. Some crappy smartphone outlet store replaced the RadioShack many of us knew and loved. Many of us are still nostalgic for the original do-it-yourself store of the ’80s–a place of weird computers, cool robot kits, strange circuit breakers, and random electronic circuitry that taught many of us to love tech. That’s the store–in spirit, at least–that we want back. And thanks to a team-up with CBX, the same branding firm that reimagined Duane Reade, RadioShack is trying to get back to the […]