By George Anderson
RadioShack Corp. is going for a whole new look and insights into how to operate all its stores with its StoreOne flagship concept.
According to The Associated Press, StoreOne is larger (four to five times) than the typical RadioShack location, rotunda-shaped and features "an interactive theater, games and the latest in electronic tools and toys."
The layout is more open than the typical RadioShack and it includes a Starbucks.
The company's new chief executive, David Edmondson, said the StoreOne concept is too expensive to rollout everywhere but the company was considering opening other units in high traffic locations.
An interesting feature of the flagship is the company's use of smart cards with radio frequency identification chips (RFID) to track shoppers in the store. When customers enter, they are handed a card that tracks where they go in the store, how long they stay and what, if anything, they purchase. Customers can decline to take the card if they choose.
"It's all about customers interacting with technology and us learning what technologies customers are interested in," said the RadioShack CEO.
Moderator's Comment: What is your reaction to RadioShack's StoreOne concept and the use of RFID chips to better understand how consumers shop the store? How will the learning from StoreOne help RadioShack manage its other stores more effectively? - George Anderson - Moderator