No sleeping giants: Radio Shack and Sears are among the many major retailers taking another look at DR marketing--not only for new products but as a marketing method for their own big-box stores and brands.(Retail)

Response, September, 2004 by McPherson, Doug

Radio Shack is tuning into a new frequency--one that's picking up on the benefits of DRTV. The giant retailer is rejuvenating its brand, which for many years targeted the male demographic. The Fort Worth, Texas-based electronics retailing giant is now looking to become a more family-oriented brand. That's not an overnight task.

But it's finding help from DRTV to redefine its image, bring in more females and generate sales at the same time. The company is retrofitting most of its stores with products in six areas: the connected home, power accessories, digital imaging, wireless, toys and wellness.

That wellness category features the company's Life-Wise brand--products that include a wireless heart rate monitor, an electronic body fat analyzer, a pulse...

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