On Saturday evening, as my wife and I were on our way to the mall (after we had enjoyed a wonderful meal at Macaroni Grill), I commented to her that I had just read that Radio Shack was closing 700 stores nationwide (of course, you’re now concerned about my conversational skills on a date night, correct?). I then asked rhetorically, "Do you know why?" Answer: Because there’s nothing remarkable about Radio Shack.
Think about it. First of all, does the word "Shack" inspire confidence in you concerning quality? Secondly, don’t most of the Radio Shack stores you know seem like small overly cluttered stores with no sense of design? Thirdly, when you think of quality electronics, does the phrase, "Radio Shack" come to mind? And fourthly, if you have an electronic need, don’t you tend to go to the store with the greatest selection (like a Best Buy or Circuit City)?
Nothing about Radio Shack inspires confidence in the hearts, minds and pocket books of most of the people I’ve ever met. In fact, I can’t think of one conversation in the past five years where someone even mentioned Radio Shack in a positive light. Just think about it. When was the last time you walked by a Radio Shack and said, "WOW!"
In other words, Radio Shack is in trouble because they’re not remarkable. Nothing about Radio Shack inspires confidence or creates customer loyalty (and their commercials during the Christmas season were completely unmotivating). So, while you and I may be sad that a lot of people will soon lose their jobs, I fear that far more will experience the same fate unless Radio Shack decides to become remarkable about something that we customers care about. It’s like they’re still trying to compete in an ocean that dried up years ago. The world has changed. And as Eric Shinseki said so well, "if you don’t like change, you’ll like irrelevance even less."