The following excerpt, from the article RadioShack wants shelf space in college bookstores, was written by Maria Halkias, Staff Writer, for DallasNews.com. View the full article for further information on RadioShack's financial standing in the industry.
RadioShack is heading to college this fall.
The Fort Worth-based consumer electronics chain has a five-year contract with a for-profit subsidiary of the National Association of College Stores to install RadioShack-branded fixtures stocked with some of the chain’s popular items in campus bookstores.
The University of Texas Co-op was the first in Texas to sign up to get the branded shelves for hot items such as headphones and accessories from Beats by Dr. Dre, Skullcandy and SOL Republic.
Other RadioShack-branded essentials will make the cut as the struggling chain tries to become popular with the young crowd. For campus stores, the venture is expected to help bookstores remain relevant in the age of e-books and online shopping.
The potential market is 4,000 college bookstores. The RadioShack-branded shelves come in 4-foot to 12-foot wall sections, or in a free-standing fixture option. The association’s sales staff will market the idea to the campus stores.
“This represents a unique opportunity for RadioShack to enter a nontraditional marketplace, and agreements like these are key to introducing new consumers to the role that RadioShack can play in their lives,” RadioShack CEO Joe Magnacca said.
Magnacca was hired in February to turn around the troubled chain and is aggressively going after younger shoppers. New TV spots feature a recently released music video from Robin Thicke’s single “Blurred Lines” and the Beats by Dr. Dre Pill portable Bluetooth speaker.
Tests in Ohio at the University of Dayton and Oberlin College Technology store had good results, according to the association.
University of Dayton store director Julie Banks said the RadioShack products were well-received. “Product is turning quickly, and the program has surpassed our expectations. Students like the quality and price.”
Best-sellers include batteries, flash drives and wireless headphones, Banks said.
Is your store considering this option? Share your thoughts in the comments section.