This guy is going to take college kids money in last minute school need purchases on mom and dad's dime so what do they care if they pay high margins? And then that in turn strengthens the brand with the younger demographic. radioshack is going to become "cool' again. Blurred lines on the show 'the voice' last night. they couldn't have picked a hotter song to tie the brand too and shake things up.
Tiny is the word,, It's a tiny LiL spiny wire rack in a book store and it's a franchise deal so corporate profit will be tiny at best,, but what Ceo Joe is hoping for is brand visibility so this venture should be viewed as an advertising ploy.