RadioShack Tests New Mobile-Phone Store Concept In Texas
17 Febrero 2009 - 3:48PM
Noticias Dow Jones
RadioShack Corp. (RSH) is quietly testing a new specialty store
concept focused on wireless devices and services.
With three test outlets in the Dallas area, PointMobl bills
itself as a wireless wonderland where specially trained employees
called "outfitters" help shoppers select wireless phones and
service plans, lightweight laptops and other mobile devices.
One industry analyst applauded what he said appears to be an
effort by the Fort Worth, Texas, chain to capture more high-end
sales and compete against Best Buy Co. Inc. (BBY).
"It sounds like a winner to me, although in an economy like
this, its just going to be tough" attracting shoppers, said Wedbush
Morgan Securities analyst Michael Pachter.
RadioShack officials declined to say much about their
competitive strategies.
"It's not a RadioShack store or even an extension of a
RadioShack store," said Phyllis Proffer, vice president of investor
relations, in an interview Tuesday. "We brought together a team of
dedicated mobile industry veterans and they defined and developed
the concept based upon the trends we're seeing in Europe and other
parts of the world."
"Most importantly, it really addresses the needs of the
customers as it pertains to wireless mobile devices, services and
accessories," she said. "People want choice."
A Best Buy spokeswoman declined to comment.
The PointMobl stores offer the same wireless carriers as
RadioShack stores - T Mobile, Sprint Nextel and AT&T.
Otherwise, though, RadioShack representatives wouldn't comment on
whether vendors for the test stores and for RadioShack stores are
the same.
PointMobl also has workers called "guides" that its Web site
touts for their ability to help set up and troubleshoot new mobile
devices. Best Buy has a similar sounding effort, dubbed "Walk Out
Working," that uses the chain's Geek Squad services unit to help
shoppers get their new devices set up and working properly before
they leave the store.
The Dallas Morning News, which first reported the new stores,
said the PointMobl stores are about the size of RadioShack's
namesake stores, which are typically 2,500 to 3,000 square feet.
But PointMobl shops show no signs of the parent chain in their
signs or the upscale decor of white fixtures and clean glass.
"They have a very sleek, very edgy design," said RadioShack
spokeswoman Mary De La Garza said in an interview Tuesday with Dow
Jones.
One PointMobl employee described the store as "98% playground,"
with wireless phones, lightweight laptops, GPS systems, digital
cameras and iPods set up for customers to try out and compare.
About 33% of RadioShack's sales are generated by wireless phones
and plans, representing its biggest segment, followed by personal
and home electronics, which generate 28% of sales. But the
company's wireless sales have been sliding since 2006 and continued
to be hurt last year by declines in contracts and accessories tied
to Sprint Nextel's (S) business.
RadioShack, known by many for its ubiquitous stores, has
successfully trimmed operating expenses in recent years but so far
hasn't come up with a sure-fire way to grow market share in a
consolidating consumer electronics retailing industry.
Sales of digital-TV converter boxes have given a boost to recent
results and are expected to show up as a benefit in the
fourth-quarter results, scheduled for release Feb. 24. As it has
the last few years, the retailer will host its only analyst call of
the year when it releases year-end results.
Shares of RadioShack are down 2.6% year to date, outperforming
the S&P 500. On Tuesday, shares recently traded down 60 cents,
or 4.9%, at $11.59.
-By Mary Ellen Lloyd, Dow Jones Newswires; 704-948-9145;
maryellen.lloyd@dowjones.com