TK's MORNING BUZZ: With the Industry Titling Toward Sellthrough, Exclusives Seem to Be the Way to Go -- and Smaller Retailers Can Come Up With 'Exclusives' of Their Own30 Nov, 2001 By: Thomas K. Arnold
With the industry tilting toward sellthrough, exclusives seem to be the way to go.
I'm not talking about videos that are sold exclusively through one chain. Rather, I'm referring to the cool little freebies certain key retailers are doling out with the purchase (or, in some cases, rental) of hit titles.
Take Dr. Seuss' How the Grinch Stole Christmas. Kmart stores gave away exclusive Grinch snow globes. Target stores gave away Grinch watches. And Blockbuster let customers who either bought or rented The Grinch buy an exclusive Grinch antenna ball for 99 cents.
While these deals were all cut with the active participation of the studio, Universal Studios Home Video, smaller retailers need not feel left out.
They can easily come up with "exclusives" of their own, like maybe a free rental or two with the purchase of any of a select number of key fourth-quarter sellthrough titles.
The DVD revolution had made added value an expected commodity, but this "added value" isn't limited to extra stuff on the actual disc.
Smart retailers will keep that in mind and take a cue from the chains as they seek to train their rental customers to buy videos from them as well.
As the old saying goes, what's good for the goose is good for the gander.
And promotional tie-ins have always been the little guy's forte.
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