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02/01/2012

RadioShack introduces low-price guarantee on mobile phones

RadioShack, pushing further into wireless, on Wednesday rolled out a new price match guarantee on new mobile phones.

Customers can present a print ad from a newspaper or circular featuring a lower price on an identical phone to one RadioShack is selling. The RadioShack store employee will “validate the offer and match the lower price,” the Fort Worth company said.

Customers who already bought a new phone and then find a lower advertised price camn present the ad at a RadioShack store up to 30 days after purchase. The store employee will refund the difference, RadioShack said.

 The price guarantee doesn’t include online offers and doesn’t apply to advertised prices for unactivated handsets.

 “In a fast-changing and increasingly complex mobility marketplace, it is vitally important for consumers to have the assurance that they have made the right choice,” said Scott Young, executive vice president and chief merchandising officer for RadioShack.

 RadioShack has been aggressively expanding its mobile business, recently taking on Verizon products and rolling out kiosks at Target stores. Lower margin handsets, however, have been hurting profits. RadioShack shares took a dive earlier this week, after the company said its latest profits would come in sharply lower than expected. The company has asserted it intends to be a price leader in the mobile business.

RadioShack shares, off 30 percent Tuesday, closed up 9 cents to $7.27 Wednesday on the New York
Stock Exchange.

- Scott Nishimura

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