Extending the In-Store Retail Experience Online

RadioShack offers a retail service concept unlike any other specialty consumer electronics retailer. RadioShack's legendary force of knowledgeable and helpful sales associates has been consistently recognized by several independent groups for providing the best customer service in the consumer electronics and wireless industries. As more consumers turned toward the Internet to research technology and as competition grew, RadioShack wanted a way to offer the same educational in-store experience online to build and foster long-term relationships with consumers and increase brand loyalty and advocacy.

Together, Powered and RadioShack developed a comprehensive social marketing strategy that centered around building a content-rich Learning Community that combined free, instructional content in a variety of formats with social interaction tools like ratings, reviews and message boards to enable consumers to learn, share and discuss their ideas, opinions and questions with each other and with the brand. By building the Learning Center on the Powered Social Marketing Platform and leveraging our measurement and analytics team, Powered was able to provide RadioShack with insights into consumer preferences and behaviors through member surveys and polls. These insights helped RadioShack respond quickly to consumer needs and market demands. For example, during the transition from analog to digital broadcasts, many members were unclear and confused on the steps they needed to take to ensure a smooth transition. With this insight in mind, the Powered content team was able to quickly develop a custom instructional course that provided clear steps for members to take to make the transition.

The approach of offering a free, educational service to consumers online is paying off for RadioShack. They continue to build long-term relationships with their members with over 44% of members returning to the site since 2007. As a result of the learning experience and instructional courses, 92% of members reported they are highly satisfied and over 52% reported they are more likely to purchase RadioShack products. As for increasing brand advocacy, over 89% of members reported they would recommend the Learning Center to a friend or family member.