November 30, 2011, 9:05 AM

Social electronics

RadioShack brings commerce closer to where people hang out on the web.

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It’s a simple idea, really: Bring commerce closer to where people hang out on the web. That’s the concept behind the weekly digital circulars that RadioShack Corp. posts to its Facebook page. Shoppers browsing the ads can click on products for more information or other recommendations, or to purchase via a Buy Now button; purchases take place at the retail chain’s e-commerce site. The effort, combined with the retailer enabling consumers to Like its products, has increased traffic from Facebook, says Lee Applbaum, chief marketing officer. “The majority of electronics and wireless consumers consult friends, family and Google before they ever set foot inside RadioShack or click on RadioShack.com,” he says. “Social networks afford us the opportunity to impact these moments.”

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