RadioShack Will Stop Asking for Names, Addresses at Checkout

Share this content:
RadioShack Corp. is ending its long tradition of sales associates asking customers for their names and addresses at checkout, the Fort Worth, TX, company said yesterday.


The change is part of the company's renewed focus on providing a superior shopping experience, officials said.


"Customers tell us the practice of asking them for names and addresses is time consuming and annoying and is not something that endears [us to them]," said Leonard Roberts, RadioShack chairman/CEO. "Our vision is to be the ultimate one-stop shopping experience for fulfilling consumers' electronic needs, and that requires us to provide total customer satisfaction. Asking for names and addresses was a barrier to building superior customer relationships."


Before its 1963 acquisition by Tandy Corp., RadioShack collected customer names and addresses as a way to manage its mail-order catalog business. As the store chain grew, RadioShack used the data to help customers document product-purchase records for returns, exchanges and warranty service as well as send the in-home flier to customers who requested advance notification of new products, sales and promotions.


This change will not affect customers on RadioShack's list to receive in-home mailings. However, customers not on the list now must ask a sales associate to add them or call 800-THE-SHACK. Customers may opt in or out of the mailing program at any time by calling that telephone number.


Information may still be required at the time of purchase to activate services, such as wireless, direct-to-home satellite or extended warranty plans.


close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above