Look out Geniuses and Geeks. RadioShack has decided that same-day in-store repairs of mobile phones and tablets no longer covered by a manufacturer warranty may be just the thing to mend its battered and bruised brand identity with consumers.
The small-format consumer electronics chain, which successfully tested 284 "Fix It Here!" stations in company-owned and franchised stores, has made the decision to expand the concept chain-wide to its 700 locations by the end of the year.
"We are seeing a positive influence on our business," RadioShack CEO Joe Magnacca told The Dallas Morning News. "It's a unique service and one that people consider us as a trustworthy source."
Mr. Magnacca is counting on RadioShack to convert a percentage of those seeking repairs into customers if a device can't be fixed or is too costly to make it worthwhile.
RadioShack is not the only retailer struggling in the consumer electronics category. Best Buy, Target, Walmart and others continue to search for the right mix of products and service offers to drive traffic and sales.
Walmart has begun what it calls a "reboot" of its consumer entertainment and electronics business. The retailer is adjusting space for gaming, mobile phones, tablets and wearable devices.
"What you'll see is a new set in our stores which better adjusts our space-to-sales ratio to make sure we're leaning in where the growth is," Walmart's executive VP and general manager Steve Bratspies told TWICE. "Connected businesses like wireless and tablets are going to have a more dominant presentation than they have in the past."
How optimistic are you that RadioShack's "Fix It Here!" service will improve consumers' views of the consumer electronics chain?