Circuit City plots comeback with website relaunch, smaller stores

Getty Images via KNXV

Getty Images via KNXV

Circuit City has picked February 15 as the day its website will relaunch, CEO Ronny Shmoel said Monday at the Consumer Electronics Show in Las Vegas.

Circuit City CEO Ronny Schmoel said the company will relaunch its e-commerce website on February 15 and eventually roll out small-scale versions of its stores as kiosks, store in-stores and other experimental settings.

Fans of the electronics store "where service is state of the art" will soon get to shop at Circuit City once again. Schmoel announced the business strategy at a press briefing at the Consumer Electronics Show in Las Vegas.

Shmoel told his audience at CES that Circuit City's revamped website will include virtual vignettes, search by photo, augmented reality and real-time tech support via video chat, among other experiential features, Twice said.

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Following the launch of the site, Circuit City plans to expand to kiosks, then store-in-stores and finally showrooms. IBM Watson will serve as a personal shopping assistant online.

Circuit City has partnered with SkinnyIT to provide home installations and with Taylored Group to design 8,000-10,000 square feet showrooms, Twice.com reported.

This will be Circuit City's second attempt at a comeback. The trend known as the "retail apocalypse" has worsened in recent years, as retail bankruptcies reached a six-year high in 2017.

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