Verizon Calling RadioShack Stores

RadioShack, the Fort Worth, Texas-based electronics retailer that already claims to be the leader in wireless telephone sales, will expand its product base significantly when some 4400 RadioShack stores become hosts to Verizon Wireless vendor shops. The time frame for the launch will be during May and June. The shops will feature Verizon's wireless phones; national, regional and local service plans; its Mobile Web and Mobile Messenger services; and phone accessories.

For Verizon Wireless (Bedminster, N.J.), it's the opportunity for expanding its customer base. The 4400 test RadioShack stores are located in 95 of the top 100 national markets, accessing an expected 1 million customers a day. “By building on RadioShack's reputation, household name and existing customer base, we are able to offer [our products] more opportunities than ever,” said John Stratton, vp and cmo for Verizon Wireless.

For RadioShack, it's a chance to expand its product offering in a compelling new market. “RadioShack is about providing customers with choices,” said Stu Asimus, senior division vp and gm of RadioShack Corp. “With the new Verizon Wireless store-within-a-store, we are giving our customers the ability to see and try a variety of wireless products and rate plans from a leader in the wireless business.” The strategic alliance will also bring a national and unified approach to cellular offerings for both companies.

Verizon Wireless is the largest wireless communications provider in the U.S. with more than 27 million wireless voice and data customers. The coast-to-coast wireless provider was formed by the combination of the U.S. wireless businesses of Verizon Communications and Vodafone , including Bell Atlantic Mobile, AirTouch Cellular, GTE Wireless and PrimeCo Personal Communications. RadioShack is the nation's largest electronics retailer with more than 7200 stores and dealers.

This is not the first concept shop foray for RadioShack, which has been adding vendor units to its stores featuring Compaq computers, Sprint phones, RCA electronics and Microsoft Internet services and software. In February, the retailer announced that it would be the vendor, in an agreement to introduce concept shops selling RadioShack brand merchandise within Blockbuster's roughly 5000 movie-rental locations.