Radio Shack Franchise Opening In Place Of Alpha Wireless In Saline

The owners of Alpha Wireless are opening a new concept RadioShack franchise next door to its existing location at 733 W. Michigan Ave. in Saline on Friday, May 30.

The new store will scrap the old look and feel the franchise has carried with it for decades, and instead go for a more tech-savvy look, with all of its tablets, smartphones and computers set up on interactive displays so customers can get to try the products before purchase.

RadioShack officials said they want to shake the company's longstanding reputation of being trapped in the 1980s.

It even ran a Super Bowl ad this year featuring Hulk Hogan, Alf and other nostalgic figures storming through RadioShack aisles followed by the narrator saying: "It's time for a new RadioShack. Come see what's possible when we do it together."

Nona Cruz, a spokesperson for Alpha Wireless and the new RadioShack franchise, said the Saline store will be one of the first in the country to employ the company's new concept.

"The stores typically had an old vibe, with more of a hardware store feel versus the newer technology. They've been revamping their stores and inventory over the last couple years," she said.

"The new concept stores will allow people to see all of the products and do demonstrations so they can compare things in the store. We want customers to come into the stores and actually have an experience."

Cruz said that Washtenaw County-based retailer Alpha Wireless will eventually change its Tecumseh store over to a RadioShack as well, but its Milan location will likely remain Alpha.

Emily Hughes, an account executive at the Saline location, said the change will allow the store to sell so many new and different pieces of equipment in order to better service its client base.

"We've been here in the local community for a very long time and we pride ourselves on helping our local customers. There's not much else like this in the Saline area. It'll be similar to (Best Buy) but smaller than a Best Buy," she said.

Alpha Wireless' changeover to RadioShack comes just months after the electronics store announced that it would be closing 1,100 of its retail stores after encountering a $191 million fourth quarter loss last year.

The Fort Worth, Texas-based company posted a $344 million operating loss for the year, and saw a 19 percent fourth quarter decrease in sales from stores that had been open for more than a year.

Cruz said she isn't worried about that impact business here because the new concept will help the store thrive and grow.

"Most of the stores that are closing were the older stores and really with this new store they're coming out with, with the new products and everything, this is really the perfect area for this store," Cruz said.

"To be able to help our customers and show them all they can do with these new technologies, this is really the ideal situation."

Cruz said the RadioShack is going to be located at 733 W. Michigan Ave. and Alpha Wireless location at 731 W. Michigan Ave. will remain open for a while after that so customers can get used to the transition.

The Saline location is expected to nearly double its staff following the changeover.

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