Radio Shack 2009 Annual Report Download - page 7

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4 2009 ANNUAL REPORT
mobile technology. In 2009, we set out to close
this perception gap by launching a new brand
platform — The Shack — that communicates
both the current reality and future aspirations of
our brand. Since we introduced The Shack, we
have sparked consumer interest and signaled to
the marketplace our status as a mobile authority.
The Shack is who we are. We will continue to
communicate its positive attributes in the coming
year through a comprehensive marketing program
that carefully balances our brand-building goals
with our sales objectives.
We are also changing consumer perception
through our sponsorship of Team RadioShack,
the ProTour cycling team that includes American
cycling icon Lance Armstrong. We are excited
about our philanthropic commitment to
LIVESTRONG, Lance Armstrong’s foundation
focused on inspiring and empowering people
affected by cancer worldwide. In 2010, we
plan to establish a growing presence for
LIVESTRONG, Lance and Team RadioShack
in our stores.
THE SHACK SETS ITS OWN STANDARD
RadioShack is firmly focused on the road ahead.
Despite ongoing economic uncertainty, we believe
2010 will be another exciting year for our company,
and we are energized by the possibilities.
This year we will build on our momentum to
strengthen our authority in mobility. We will also
intensify our efforts to develop our other merchan-
dise platforms, especially those areas in which,
candidly, we lost impetus during the past year
as we rapidly built our mobility platform. We have
specific plans under way to sharpen the rationale
behind all of our merchandising categories,
ensuring that our products reflect customer
demand in every category, and that we accurately
express The Shack’s themes of innovation, mobility,
and connectivity across all product platforms. This
will involve expanding and refining our private
brands, competing to carry new and exciting
devices from our partners, and extending the
presence of LIVESTRONG and Team RadioShack
in our stores. As we meet these goals, we will
demonstrate that there is no other retail destination
like The Shack — RadioShack has a peer group of
one, and we set a singular standard for excellence.
We move forward with a deep commitment to
fulfill our long-term mission of creating strong,
sustainable value for our shareholders.
Sincerely,
Julian C. Day
Chairman and Chief Executive Officer
In 2009, we forged a partnership with Lance Armstrong to accelerate
our brand transformation and to make more meaningful connections
with consumers. A cancer survivor and seven-time Tour de France
winner, Armstrong is an icon of inspiration worldwide. Moreover,
he and his teammates truly embody the mobile lifestyle, continuously
staying connected with the public, their friends, and their loved
ones as they compete around the globe. Today, RadioShack proudly
supports Armstrong’s cycling team, Team RadioShack, and his
foundation, LIVESTRONG,
® as we work together to inspire and
empower the millions of people worldwide affected by cancer.
THE SHACK RIDES WITH INSPIRATION
28 million+
ESTIMATED NUMBER OF PEOPLE WORLDWIDE
CURRENTLY LIVING WITH CANCER
$1.8 million+
DONATED TO LIVESTRONG THROUGH RADIOSHACK