Radio Shack has started to try and rebrand itself and create a more “neighborhood” feel by labeling their advertising with “The Shack”. While I have been calling them this name for years, it seems like a strange idea to see in an actual ad campaign.
As a former employee who has a lot of fond and not so fond memories of “The Shack”, it is sad that the above image is still the first thing that comes to mind when I see their advertising now. It’s like the Beverly Hillbillies bought a Radio Shack franchise. I would assume that the average consumer has a similar experience.
It reminds me of a similar idea that was used on a small scale in the last few months of Circuit City. They started refering to their stores as “The City” and even went as far as putting the name on the sign for a few stores. If it didn’t work for Circuit City, I’m not sure that the concept will work for Radio Shack.
I hope that this change doesn’t indicate trouble in Radio Shacks financials.
Despite how poorly I was treated while an employee, and the way I was let go, I still have a soft spot for “The Shack”. Radio Shack however should stop relying on suckers like me and actually start treating their employees better. This will lead to longer tenure and thus, a more knowledgeable sales staff. They have always been known for the knowledge of their employees, an equity that has been deteriorating for the last few years. Putting extra money into employee benefits and keeping their good employees will do more for the company than rebranding their name ever will.
Maybe they are now calling it “The Shack” because that’s all their employees can afford to live in?
