RadioShack has a lot in the stewpot these days.
It's trying to drive sales of its mobility products, push high-profit accessories to make up for lower wireless margins, show that it's a price leader, add services and get more consumers to recognize it's in the wireless phone business, Chief Executive Jim Gooch said during the Fort Worth-based company's annual shareholders meeting Thursday."Only 1 in 3 people have any unaided awareness that we're in the mobility business," Gooch said, citing company research.But RadioShack has a lot to work with, he said. It's carrying products from the top three wireless providers, and it continues to boost the number of stores carrying Apple's iPhone and iPad.The company also recently signed Gray New York -- creator of the popular E-Trade baby commercials -- as its lead creative advertising agency, with the first campaign expected to emerge this year."I'm very excited to have them take control of the messaging," Gooch said.Beyond broadening consumer awareness that RadioShack sells wireless products, RadioShack also wants to promote that it is a price leader."Right now, there's a significant gap between perception and reality," Gooch said. "We actually have market-leading prices out there in mobility, but we're not given credit for it."RadioShack's stores in Mexico, now numbering 200, could double within the next five years, Gooch said.Business at the company's Target Mobile centers, off to a slower start than expected and contributing to the margin pressure, should get better, Gooch said."I think you'll see us improving the top line as well as the strength and profitability of the business," he said.RadioShack said recently that it lost $8 million in the first quarter, compared with a $35.1 million profit during the same period a year ago, as it continues to seek wireless business.Scott Nishimura, 817-390-7808Have more to add? News tip? Tell us
