Bob Kilinski, RadioShack's vice president of marketing, said, the retailer's mission is "to help people get the most out of technology in every neighborhood in America." Now, the consumer electronics chain is looking to do just that with free online courses for its customers.
RadioShack customers can find classes on topics such as choosing the right computer, digital photography techniques, selecting home theater equipment, and how to select and set up a high definition television at the RadioShack Learning Center. The courses will have staggered start and end dates throughout October and November.
All courses are free, but are limited on a first-come, first-served basis. Participants who sign up can take the courses at their own pace with the average class taking less than a month to finish.
"Customers give credit to RadioShack for its knowledgeable sales associates who help them understand new technologies and select the best solutions for their individual needs," said Cara Kinzey, RadioShack's senior vice president-information technologies in a company press release. "We're now bringing that distinctive world-class customer service to online shoppers as well."
"We need to be out there giving advice and building loyalty and trust in the RadioShack brand," Mr. Kilinski told The Associated Press. "This is an extension of our offline brand."
The hope at RadioShack, of course, is that it can win sales converts as a result of its new educational service.
Dave Ellett, chairman and CEO of Powered, Inc., the firm that is developing the online curriculum for RadioShack, said, "Consumer electronic products are converging now more than ever, and retailers who best educate their customers on how to make the most of new technologies are the ones who will build brand loyalty and sell more products."
Patti Freeman-Evans, a retail analyst with JupiterResearch, said, "Retailers are constantly trying to understand what kind of content will help them drive more sales. This is not going to solve their (RadioShack's) store problems, though it is a step in trying to differentiate themselves."
Discussion Questions: Will RadioShack's free online courses translate into additional sales for the retailer? Which retailer or retailers do the best job of educating customers to build top and bottom line performance?