So, for all you rocket scientists out there that are so smart to sound the death knell, just what is it that YOU would do to turn them around? What would be YOUR product mix? Service mix?
I'm glad you asked this - as an aspiring CEO myself someday, this is a fun "what if" game.
If I were RS's CEO I'd focus on 3 major areas for the core business:
Accessories: Whether it's a cable, connector, battery, antenna, charger, remote control or carrying case we would stock it in every store. I'd lose the cheesy "RS branded" crap too and go with name brands that people recognize, such as Monster audio/video cables or Belkin adapters, etc. We'd also carry
name brand scanners (no more stripped down ala-carte models that make no sense), two-way radios, cell phones, computers, tablets, etc. Most of that however would be an online purchase item - doesn't make sense to waste shelf space on items that 99% of the world buys elsewhere unless it's a convenience buy. "Sure, I could go to WalMart and get this same item for a little bit less, but then I have to hassle with driving, parking, dealing with the infamous and just overall creepy/weird People of Walmart who shop (and work) there, and of course they may or may not have the item in stock. I'm already here. I'll buy it now." That holds true for blank DVD's and printer ink, but not so much high end stereos, TV's and scanners. By placing such items online only, we'd be able to compete more evenly with companies like Amazon and Best Buy.
Service: The other side of the coin that is the core business. I've got a tablet
right now that needs a new screen. I'd have a guy in each store who could perform that repair, right then and there while I putter around the mall. The same guy (or you could have two in a busier store) could also look at and diagnose computer problems for a small fee, providing you with a report of what's wrong, what the recommended fix(es) is/are, and of course, a list of all the products in the very store you're standing in that could help you solve your computer problem.
Consumables: Printer ink, toner, paper, blank DVD's, batteries, we'd have them all right there in the store, clearly marked and easy to find. Pricing wouldn't be the cheapest out there, but I think RS would win by selling the convenience of already being in the store. I'd also have a kiosk in each store that can help you pick the right cartridge for your printer or the right battery for your cell phone - another convenience. It could even give you a coupon towards a future purchase.
Other things:
I'd lose the "assault you at the door" salesdroid behavior. That's a turn off and keeps people from wandering in to look.
Radio Control toys should be prominently displayed up front and visible to passersby. Take advantage of kid's natural tendency to want to see the cool dune buggy or helicopter, and their parents will follow.
Create a loyalty program. Each purchase earns you points towards stuff you might actually want to use, such as free batteries or printer ink or save them up to redeem for high end electronics in the online store - something to keep you coming back and thinking RadioShack instead of Best Buy or Walmart when you need some batteries or an HDMI cable.
This isn't really all that hard - took me a few minutes to think of this stuff off the top of my head. I think RS is doing some of the above already under the new CEO, but clearly the public didn't react the way they expected. I think some marketing work could be done to address that as well - Lose the washed up actors and sports celebrity pitch-men and show the real human faces who will be out of a job if the company fails. Last but certainly not least, solicit ideas from the 27000+ people who work for that company. Too many big company CEO's seem to think they alone know best, so they run their companies in ways that result in layoffs and bankruptcy whenever they are wrong. I bet someone who actually works in a RS store could take what I've written above and make it 10 times better. The new CEO should have done this from day one, IMHO. How much better would company morale be at RS (or any company) where the CEO says point blank to his frontline employees:"Tell me what you think we should do to turn things around" and whoever comes up with the best idea, promote them to a position that empowers them to make it happen. Pretty simple.
-AZ