Recently, Retail Ecommerce Ventures (REV) announced its purchase of certain iconic RadioShack brands and related assets. Many radio amateurs and electronics hobbyists would like to see something happen in the way of a new, improved RadioShack, whether online or via brick-and-mortar stores. RadioShack is still a strong brand but it takes more than a brand to drive success in business. Count me as a bit skeptical that anything significant will happen with this move but I would be happy to be wrong about that.
A quick look at the RadioShack.com web site reveals some cross-selling on the top of the home page to Linens+Things, Pier 1, Dressbarn, Farmerscart, The Franklin Mint and Modell’s. In what marketing universe does that make sense?
Not too long ago, I got to looking at the list of old RadioShack brand names. I thought I was a tech-savvy RadioShack dude but quickly found out they had a boatload of brand names that I never heard of. (One could argue that RadioShack completely messed up its branding strategy with so many diverse product line brands.)
Here’s what I found:
AntennaCraft (outdoor antennas and amplifiers)
Auvio (audio/video cables, LCD TV’s, headphones, premium surge protectors and speakers)
Enercell (batteries and power)
Gigaware (computer, GPS and iPod accessories, mp3 players and accessories, as well as digital cameras, digital camera accessories)
PointMobl (Wireless Phone Accessories)
Accurian (audio and video equipment and accessories)
MyMusix (MP3 players; later marketed under the Gigaware brand)
Optimus (formerly audio and PA/DJ equipment; later used for digital camera accessories)
Presidian (audio and video equipment, telephones, flashlights,calculators, and 2-way radios)
VoiceStar (wireless phone accessories)
Archer (wiring and antennas)
Duofone (telephones & accessories)
Micronta (scientific and educational equipment)
Realistic (used broadly for radio and audio equipment)
And if you want to go deeper, here is a history page on the RadioShack company.
Maybe they will bring back the Battery-A-Month Club.
73 Bob K0NR