Portal to Technology

RadioShack Corp. (Fort Worth, Texas) has opened its StoreOne concept, a retail environment and learning portal that lets customers touch, try and learn about technologies of today and tomorrow, in downtown Fort Worth.

Located at the southeast corner of RadioShack's new Riverfront Campus, StoreOne is a 10,000-square-foot retail store modeled after the ultimate modern home of the future. Featuring a family room, home office, garage, game room, kitchen and more, StoreOne lets customers experience a broad assortment of consumer electronics in a real-life setting. Customers can try out virtually any product in the store, learn about them using the interactive, touch-screen “Easy Answer Center” in each room, and even have information e-mailed to them through an innovative RFID (radio frequency identification) card system.

“StoreOne offers an incredible experience to visitors, but even more importantly, it will provide valuable insights that will enable us to strengthen our people, our processes and our product offering for the benefit of our customers,” said David Edmondson, RadioShack president and ceo. “While customers can purchase any RadioShack product from StoreOne, the main difference from our traditional stores is that it's a great testing ground that allows us to learn about consumers' needs and wants and then implement those findings system wide.”

Designed as a virtual “retail amusement park,” the second floor of StoreOne is home to the “MotoZone,” an activities area sponsored by Motorola, RadioShack's Premiere Partner for StoreOne. There, customers can “spray paint” original art at the MotoGlyph, have their picture taken at the MotoMosaic, and enjoy a high-definition showing of “Operation: Micron” in the Experience Theater with interactive seats. In addition, StoreOne features a full-service Starbucks Cafe on the ground level.

“The look and feel of StoreOne supports the ongoing revitalization of the RadioShack brand,” said Don Carroll, senior vp, chief marketing and brand officer. “Our goal is to infuse that same energy and freshness throughout all RadioShack stores and communications to keep RadioShack fresh, relevant and vibrant for today's customers.”

RadioShack operates nearly 7000 company-owned and dealer stores; more than 100 RadioShack locations in Mexico; more than 500 SAM'S CLUB wireless kiosks; and a growing number of mall-based Sprint PCS wireless kiosks.