Welcome!

Mobile IoT Authors: Scott Allen, Dana Gardner, Elizabeth White, Liz McMillan, Rishi Bhargava

News Feed Item

RadioShack Unveils New Brand Positioning Inspired by Collaborative, Do-It-Together Spirit

New Direction will Highlight the Brand's Evolving Role in Consumers' Lives

FORT WORTH, Texas, Jan. 27, 2014 /PRNewswire/ -- RadioShack today announced its new brand positioning, which articulates the brand's purpose and serves as the foundation for the company's competitive advantage. "It Can Be Done, When We Do It Together" speaks to the brand's ability to collaborate with consumers to help them discover what is possible through technology.

(Logo:  http://photos.prnewswire.com/prnh/20130716/LA47690LOGO)  

The new positioning is rooted in RadioShack's purpose as the brand that enables customers, filling a void when consumers need knowledge and some added expertise to bring a tech idea to reality.

"RadioShack is realigning our brand around our core purpose, which goes beyond our great product assortment and price match guarantee. RadioShack helps consumers find the products they need to connect and power their lives. More importantly, RadioShack can help create technology-based solutions that make anything possible," said Joe Magnacca, chief executive officer of RadioShack. "This new approach gives us an internal rallying cry to motivate our team of almost 30,000 associates to go the extra mile for our customers as we continue to make progress with our turnaround plan."

RadioShack will debut a new integrated marketing campaign in early February that focuses on how anything is possible when we "Do It Together (DIT)."

The positioning draws on consumer experiences that have long differentiated RadioShack and created an emotional connection with our loyalists. RadioShack customers celebrate the idea that "two heads are better than one." Research shows that RadioShack and its associates serve as that collaborator for many consumers. RadioShack consistently receives a strong Net Promoter Score (NPS), a widely accepted customer loyalty metric, from our customers.

"Our store associates are talented and passionate about helping customers. They provide a true differentiation point and advantage for RadioShack," said Mr. Magnacca. "I spend a lot of time in stores and see our associates helping to make, create, innovate and solve problems with people every day. It's something RadioShack alone can do well; our new concept stores even have collaboration spaces that encourage DIT.  And, we are introducing our 'Did You Know' idea cards to help inspire and inform on new uses of technology with simple step-by-step explanation."  

"We've extensively researched RadioShack's role in the marketplace, and from that we know that RadioShack can deliver on a positioning that openly states anything is possible when we Do It Together," said Jennifer Warren, senior vice president and chief marketing officer of RadioShack. "This is something that differentiates us and is in line with where the consumer electronics industry is headed, delivering connected solutions to the marketplace. We debuted the concept to partners at CES (Consumer Electronics Show) and it was very positively received."

"There is a collaborative spirit that is inherent in our brand, and is prevalent in our consumers' lives," Ms. Warren continued.  "RadioShack has a place as the brand that empowers customers. This positioning is a direct articulation of our desire to inspire our consumers and to have them inspire us."

Do It Together (DIT) Creative Debuts in February

The new DIT creative capitalizes on one of RadioShack's true differentiators – its associates. The idea that RadioShack and its associates have the know-how to bring consumers' ideas to life is central to the multifaceted campaign.

The marketing plan includes TV, radio, print, digital, social and in-store executions, created with a how-to perspective in mind and placed to reach and engage a very tech-forward audience.

This RadioShack creative is the first to debut from new advertising and media partner, Austin-based GSD&M.

It Can Be Done at RadioShack

The new positioning will impact core competencies of the RadioShack brand – people, products, pricing and how we engage our neighborhoods– through both internal and consumer-facing changes. Hiring and training practices; our merchandising and product development strategies featuring the latest in technology; and consumer centric design in stores will align to truly showcase the collaborative nature of the RadioShack brand.

"We want to make sure our consumers recognize that RadioShack is their close-to-home tech resource," said CEO Magnacca. "RadioShack is here to help you discover what's possible with the best product, friendly experts and solutions for every budget."

About RadioShack Corporation

RadioShack (NYSE: RSH) 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 approximately 4,300 company-operated stores in the United States, over 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.

News Media Contact: Media Relations, +1-817-415-3300, [email protected]

SOURCE RadioShack Corporation

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
In addition to all the benefits, IoT is also bringing new kind of customer experience challenges - cars that unlock themselves, thermostats turning houses into saunas and baby video monitors broadcasting over the internet. This list can only increase because while IoT services should be intuitive and simple to use, the delivery ecosystem is a myriad of potential problems as IoT explodes complexity. So finding a performance issue is like finding the proverbial needle in the haystack.
The 19th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportuni...
Large scale deployments present unique planning challenges, system commissioning hurdles between IT and OT and demand careful system hand-off orchestration. In his session at @ThingsExpo, Jeff Smith, Senior Director and a founding member of Incenergy, will discuss some of the key tactics to ensure delivery success based on his experience of the last two years deploying Industrial IoT systems across four continents.
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, demonstrated how to move beyond today's coding paradigm and shared the must-have mindsets for removing complexity from the develo...
SYS-CON Events announced today that MangoApps will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. MangoApps provides modern company intranets and team collaboration software, allowing workers to stay connected and productive from anywhere in the world and from any device.
IoT is rapidly changing the way enterprises are using data to improve business decision-making. In order to derive business value, organizations must unlock insights from the data gathered and then act on these. In their session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, and Peter Shashkin, Head of Development Department at EastBanc Technologies, discussed how one organization leveraged IoT, cloud technology and data analysis to improve customer experiences and effi...
The IETF draft standard for M2M certificates is a security solution specifically designed for the demanding needs of IoT/M2M applications. In his session at @ThingsExpo, Brian Romansky, VP of Strategic Technology at TrustPoint Innovation, explained how M2M certificates can efficiently enable confidentiality, integrity, and authenticity on highly constrained devices.
In today's uber-connected, consumer-centric, cloud-enabled, insights-driven, multi-device, global world, the focus of solutions has shifted from the product that is sold to the person who is buying the product or service. Enterprises have rebranded their business around the consumers of their products. The buyer is the person and the focus is not on the offering. The person is connected through multiple devices, wearables, at home, on the road, and in multiple locations, sometimes simultaneously...
“delaPlex Software provides software outsourcing services. We have a hybrid model where we have onshore developers and project managers that we can place anywhere in the U.S. or in Europe,” explained Manish Sachdeva, CEO at delaPlex Software, in this SYS-CON.tv interview at @ThingsExpo, held June 7-9, 2016, at the Javits Center in New York City, NY.
"We've discovered that after shows 80% if leads that people get, 80% of the conversations end up on the show floor, meaning people forget about it, people forget who they talk to, people forget that there are actual business opportunities to be had here so we try to help out and keep the conversations going," explained Jeff Mesnik, Founder and President of ContentMX, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 19th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo Silicon Valley Call for Papers is now open.
The IoT is changing the way enterprises conduct business. In his session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, discussed how businesses can gain an edge over competitors by empowering consumers to take control through IoT. He cited examples such as a Washington, D.C.-based sports club that leveraged IoT and the cloud to develop a comprehensive booking system. He also highlighted how IoT can revitalize and restore outdated business models, making them profitable ...
"delaPlex is a software development company. We do team-based outsourcing development," explained Mark Rivers, COO and Co-founder of delaPlex Software, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
We all know the latest numbers: Gartner, Inc. forecasts that 6.4 billion connected things will be in use worldwide in 2016, up 30 percent from last year, and will reach 20.8 billion by 2020. We're rapidly approaching a data production of 40 zettabytes a day – more than we can every physically store, and exabytes and yottabytes are just around the corner. For many that’s a good sign, as data has been proven to equal money – IF it’s ingested, integrated, and analyzed fast enough. Without real-ti...
"There's a growing demand from users for things to be faster. When you think about all the transactions or interactions users will have with your product and everything that is between those transactions and interactions - what drives us at Catchpoint Systems is the idea to measure that and to analyze it," explained Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Systems, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York Ci...
I wanted to gather all of my Internet of Things (IOT) blogs into a single blog (that I could later use with my University of San Francisco (USF) Big Data “MBA” course). However as I started to pull these blogs together, I realized that my IOT discussion lacked a vision; it lacked an end point towards which an organization could drive their IOT envisioning, proof of value, app dev, data engineering and data science efforts. And I think that the IOT end point is really quite simple…
A critical component of any IoT project is what to do with all the data being generated. This data needs to be captured, processed, structured, and stored in a way to facilitate different kinds of queries. Traditional data warehouse and analytical systems are mature technologies that can be used to handle certain kinds of queries, but they are not always well suited to many problems, particularly when there is a need for real-time insights.
Big Data, cloud, analytics, contextual information, wearable tech, sensors, mobility, and WebRTC: together, these advances have created a perfect storm of technologies that are disrupting and transforming classic communications models and ecosystems. In his session at @ThingsExpo, Erik Perotti, Senior Manager of New Ventures on Plantronics’ Innovation team, provided an overview of this technological shift, including associated business and consumer communications impacts, and opportunities it ...
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
Extracting business value from Internet of Things (IoT) data doesn’t happen overnight. There are several requirements that must be satisfied, including IoT device enablement, data analysis, real-time detection of complex events and automated orchestration of actions. Unfortunately, too many companies fall short in achieving their business goals by implementing incomplete solutions or not focusing on tangible use cases. In his general session at @ThingsExpo, Dave McCarthy, Director of Products...