Best Buy Cross-Promotes Studios With Dollars-Off Deals23 May, 2002 By: Jessica Wolf
Best Buy not only offers the newest titles at low prices the first week they hit streets, but quite often offers additional dollars off these same titles when their purchase is paired with another title from the same supplier. Last week at a Southern California location, signs on a merchandiser display offered shoppers $10 off the purchase of any two complete-season collections of “Sex and the City” and $20 off instantly for all three.
Deals like this are usually confined to same-studio product, but in a more rare offering, this same location last week was promoting a dollars-off deal on related titles from two different suppliers. Shelftalkers in the new-releases section touted a $5 instant savings on Universal's comedy How High when purchased along with Lions Gate's lesser-known actioner State Property (priced at $19.99 and also stocked in the DVD Best Sellers area). The titles don't share cast members, but do appeal to the same audience with urban themes and rap soundtracks.
This location also used in-store signage to promote a $10 digital coupon that comes with a preorder purchase of Black Hawk Down or Lord of the Rings. Earlier this year, Best Buy was offering $5 digital coupons on preorders for big titles.