RadioShack Without the Radio?

RadioShack will change its name to “The Shack” as part of a new marketing campaign to make the company sound catchier. The retailer will apparently not change its name permanently, but executives are looking for a kind of shorthand that worked for Coke or FedEx.In recent years RadioShack has closed stores and increased its mobile presence to secure its relevancy. Last quarter’s same-store sales were down 4%, an improvement from the 9.2% slide during its fourth quarter. A PC World article isn’t convinced this move will do much good. “Too many consumers see Radio Shack as the go-to place for obscure electronics doodads, not as a worthy competitor to Best Buy or the wireless kiosk in the mall,” it says.We understand the desire to take the “radio” out of the name. How many radios do these stores sell any more anyway? But “The Shack” sounds to us like some kind of country bar. Do you think the new term will revive customer interest?