Radio Shack 2011 Annual Report Download - page 5

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Verizon late last year significantly strengthened
this foundation and created a substantial
opportunity for us to build our mobility business
in the coming years.
We further strengthened our mobility platform
in 2011 by growing sales through AT&T, launching
several iconic smartphones, and expanding
our assortment of tablets and e-readers. These
measures yielded increased sales and gross
profits. We continued to expand our Target Mobile
presence, opening nearly 650 new locations
in select Target stores across the nation
i n 2 011.
We complemented these efforts by improving
the assortment across our other product
platforms. In our signature platform, we
substantially expanded our position in
headphones, along with successful sales of
accessories for tablets, e-readers and wireless
devices. We also made strides to reconnect with
our loyal DIY customers by establishing “The Great
Create” online community, and we increased
sales and profits by expanding technical products
in our stores based on feedback we received
from stores and customers. Though the consumer
electronics category continues to experience
a decline across the industry, we used these
products selectively to drive traffic and improve
brand and price perception.
LEVERAGING OUR STRENGTHS
While we expect 2012 to be another challenging
transition year, we are optimistic about the
fundamental strength of our business. We are
also committed to improving our performance by
WHAT’S IN STORE: DIY is back
For decades, DIY customers have relied on RadioShack
to provide components for their home networking,
connectivity and communications projects. In 2011,
we celebrated their ingenuity by launching “The Great
Create” at radioshackdiy.com, an ongoing dialogue
with our customers who share feedback and projects
built with RadioShack parts. Visitors to the site can view
an array of innovative projects, browse our blog or
watch how-to videos. Supported by a range of targeted
media relationships, The Great Create has generated
buzz among our DIY customers, while supporting sales
of technical parts and boosting consumer awareness of
our product offerings.
WHAT’S IN STORE: Your wireless one-stop
As wireless devices become more sophisticated,
consumers increasingly expect the freedom to
compare handsets and carriers in one convenient
place. So we developed a powerful mobility proposi-
tion. Three leading postpaid carriers — AT&T, Sprint,
Verizon Wireless — and the ability to offer the carriers’
same great service plans. Compelling prepaid carriers:
Boost Mobile, GoPhone, Net10, TracFone, Verizon and
Virgin Mobile. Iconic devices from top manufacturers
like Apple, HTC, Motorola, Samsung and many more.
Free Mobile Product Support for the lifetime of the
handset or tablet. Free contact swaps to new devices.
Hassle-free Trade & Save offers to redeem the value
of old devices. Accessories that power, protect
and personalize handsets. And a Mobile Low Price
Guarantee at purchase and for 30 days after.
RadioShack has it all in store.