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There have been a number of stories in the media about the decision by Radio Shack to start referring to itself as “The Shack,” and make that phrase a centerpiece of a broad advertising and promotion campaign designed to emphasize both the company’s hipness and renewed focus on customer service.

The company isn’t changing its store signs or official name, but is looking to make itself more accessible to consumers who may find the RadioShack name to be a “quaint artifact” of bygone days, in the words of one analyst.
KC's View:
As in all such efforts, this move will only work if the company actually delivers on the promise in-store; otherwise, it will just ring hollow and be transparently false.

Now, I have to admit that I’m dubious – I don’t think that I’ve ever been in a RadioShack that I found to be a superior shopping experience. But I know people who swear by them, so I’ll keep an open mind.