RadioShack Gets 'Weird' for the Holidays

RadioShack is pulling out all the stops as it attempts to boost flagging sales during what will be a critical holiday season for the struggling consumer electronics chain. Most notably, the retailer is retaining legendary parody artist “Weird Al” Yankovic for its holiday advertising campaign and keeping doors open for Thanksgiving.RadioShack had initially planned to remain open from 8 a.m. to midnight on Thanksgiving Day. However, after much backlash from employees as well as negative social media feedback, the retailer amended its plans to close between noon and 5 p.m., rather than staying open the entire day. More than 3,000, or some 70% of the chain's U.S. stores, are participating. Last year, most stores remained closed on the holiday.In other efforts to stay relevant, the retailer has brought on Yankovic for a holiday TV spot slated to launch Dec. 5. In the ad, Yankovic poses as a RadioShack salesperson and sings to the tune of “Toyland,” while promoting Christmas gift ideas and transforming the store into a wonderland of sorts. (See video below.)The retailer is also trying another new tactic: in addition to TV, the holiday spot will air in theaters, where viewers can use mobile applications Shazam or SoundHound to access special offers and download a longer version of the ad. The shorter spot is already making the rounds on the retailer’s social media channels.In an attempt to call attention to its increasingly diverse product offerings, RadioShack is employing a "Gift Smart" holiday theme spotlighting various high-tech items including video drones, wearable technology, exclusive smart circuit building blocks kits from littleBits Electronics' flagship brand, and a make-your-own robot kit.On the promotional front, RadioShack is offering to match prices and take an additional 10% off on key items: a Nobis tablet with a matching case, a SanDisk USB flash drive, JBL headphones, an Incipio Offgrid backup battery case, and a radio-controlled surveyor drone with a video camera. It is also promising free shipping for products that are out of stock but available at another location, and implementing a more relaxed return policy beginning Nov. 26. The retailer has additionally relaunched its credit card — now giving cardholders a choice between 5% back on purchases or the previously offered no-interest financing options — and introduced a "SmartPay" lease-to-own program it positions as better than traditional retail layaway plans.In stores, the retailer deployed a holiday signage package that spotlights discounts on toys and spans ceiling signs as well as headers and side panels on racks merchandising headphones and other stocking stuffers. Email blasts and weekly circular features highlight discounts on items such as radio-controlled toys, promise a $10-off coupon printed on receipts at checkout with purchases of at least $40, and preview upcoming Black Friday deals. The moves come as the struggling chain seeks to rebound from 10 straight quarters of declining sales. Earlier this year, Moody’s Investor Service had predicted that RadioShack would run out of cash by 2015. However, the retailer recently received a cash infusion from a group led by major shareholder Standard General hedge fund, which added $120 million in liquidity and helped stores stock shelves for the all-important holidays.

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