RadioShack rolling out ship-to-store program to 3,400 franchise stores

RadioShack RadioShack Corp., following the launch last fall of a ship-to-store program that lets online shoppers pick up their orders at any of 1,300 company-owned stores, plans to roll out the program to its 3,400 franchisees this year, the company says.

Top 500 Guide

The retailer acknowledges, however, that it’s still learning how to provide the level of service customers want. “We need to get customer and store feedback first, then we can refine the program,” says Jimmy Mansker, vice president for RadioShack.com.

RadioShack, No. 106 in the Internet Retailer Top 500 Guide, ships items free of charge to a designated store within three to eight business days. Customers can choose to pay a fee for expedited shipping. Items are held at the store for up to 14 days for customer pick-up.

The opportunity to engage online shoppers more effectively in cross-selling is a major reason why Radio Shack launched the Ship-to-Store program last November. “The aim is to get online shoppers to the store, where they can interact with a sales representative that can inform them about accessories they may have overlooked,” Mansker says. “Multi-channel shopping strategies are about driving consumer behavior to encourage cross-selling.”