Gen Z may not be familiar with the RadioShack of their grandparents, but they’re getting to know its replacement. The 100-year-old retailer reintroduced itself on Twitter this week with a stream of often-profane tweets — some since deleted — filled with crude comments and drug references.
Variations of, “What in the world is going on?” peppered the comment threads, but a glance of the company’s Twitter profile partly held the answer: RadioShack is no longer the electronics store Americans ran to for generations, but rather an online cryptocurrency company that also happens to sell batteries.
“It’s our voice, a new voice, one for the people,” said Abel Czupor, the chief marketing officer. “RadioShack’s audience used to be only an older demographic, but as times have changed and e-commerce has taken over, the old voice of RadioShack is no longer relevant.”
Following a decade of decline, RadioShack was delisted by New York Stock Exchange in 2015. In its struggle to find a brand...
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