Despite being a staple in thousands of American towns for nearly 100 years, electronics store RadioShack is in serious trouble. As a cost-cutting measure, the company recently announced a plan to close roughly 1,110 stores, which is about 20% of the entire chain. These financial woes are attributed mainly to the lower prices of company’s competition. For example, a 10-pack of watch batteries costs $8 on Amazon, while RadioShack offers a 3-pack of the same battery for a whopping $13. While RadioShack’s small neighborhood locations have typically targeted shoppers seeking convenience, online retailers such as Amazon offer fast and cheap shipping, further diminishing RadioShack’s appeal. Some analysts believe that RadioShack needs a change in inventory in order to increase its appeal to consumers, yet RadioShack already sells many popular items like as smartphones and high-end earbuds. For some reason, consumers still flock to their cell carriers or larger electronics stores to make these purchases. Others believe that the company needs a name and image change from the outdated “Radio” Shack conceived in the 1920s. In fact, a recent RadioShack Super Bowl ad ridiculed the notion that the chain was stuck in decades past. The company had already attempted to rebrand itself as “The Shack” back in 2007, an action which alienated many longtime customers. Ultimately, as online shopping continues to boom, RadioShack’s economic niche will continue to narrow, potentially even leading to fate similar to that Borders or Circuit City.