How RadioShack is trying to reinvent itself with a focus on crypto and crass tweets
bought the rights
to the brand in the U.S., Canada, India, Australia, Europe and China, along with related websites, for an undisclosed price. RadioShack at that time was operating as an online retailer but still had a network of stores with independent owners. Mr. Czupor said the brand has licensing agreements with RadioShack locations.The retailer in recent months has launched a cryptocurrency exchange platform. It plans to vastly increase the inventory on its site, including merchandise related to crypto.
People also better understand what Wendy’s is, Mr. Calkins said. “RadioShack hasn’t had a clear position in the market for decades,” he said. “So it’s not like RadioShack is building from a strong foundation.” RadioShack’s social-media strategy also seems at odds with its plan to bring new consumers into cryptocurrency, Mr. Calkins suggested.“This is where crypto has missed the mark,” RadioShack says on a website about its crypto platform. “Too many focused on speculation and not enough on making the ‘old-school’ customer feel comfortable….And so established, well-known brands like RadioShack are the key,” it reads.
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