October 26, 2005, 12:00 AM

RadioShack hits the digital airwaves with a new web store

To achieve better multi-channel integration, the redesigned RadioShack.com features a new gift card option that customers can personalize online and then redeem on the web or in a RadioShack store.

After nearly a year of development RadioShack Corp. is taking the wraps off its new e-commerce site. In January, RadioShack, No. 108 in the Internet Retailer Top 400 Guide to Retail Web Sites, signed a new multi-year e-commerce services agreement with GSI Commerce Inc.

As part of the arrangement, GSI would take the lead in helping RadioShack redesign its web site. The new site, which debuted Tuesday, features advanced navigation and search tools. For example, customers can now shop by brand using an alphabetical index. The new site also features side-by-side product comparisons and enables customers to read and write product reviews.

"We looked at best practices in terms of content, search, browse, assortment and even multi-channel integration," says Stu Asimus, RadioShack`s senior vice president and chief channel operations officer.

To achieve better multi-channel integration, the redesigned RadioShack.com features a new gift card option that customers can personalize online and then redeem for a web purchase or in any of RadioShack’s more than 5,000 stores. Other site improvements include a new outlet store and a rebate center where shoppers can search for available manufacturer rebates and track the status of previously submitted rebate forms using a new online inquiry tool.

The redesigned RadioShack.com also features a new "virtual aisle," which includes the same inventory customers can find in a RadioShack store, including such new items as MP3 players, printers, digital cameras, camcorders, video games and accessories, the company says.

Though the company spent almost a year on the redesign, the overall goal was to launch the new RadioShack.com in the fourth quarter in time for the holiday shopping season, says vice president of web channels Steve Duchelle.

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