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Radio Shack's wireless initiative is impressive, but can it boost sales?

December 1, 2009

Radio Shack is sprucing up its product lineup just in time for the holidays, and the company is putting its new moniker, "The Shack," into full swing, says Business Week. And industry investors have noticed, pushing Radio Shack shares up 60 percent so far this year.

The refresh is to accommodate an upcoming rush of customers to wirelss products, which the Consumer Electronics Association predicts will rise 8 percent this year. Between Apple, Best Buy and Walmart, Radio Shack's change was much needed.

The main goal is to impress wireless carriers and get more of their products and services into stores.

Kim Dixon, senior vice-president for consumer sales at Sprint, told Business Week that sales of phones with Sprint coverage plans are up by double-digit percentages at Radio Shack, adding that "we've been wowed by our performance there." 

Credit Suisse analyst Gary Balter believes wireless will grow from about a third of Radio Shack's sales to half in 2010.