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Virgin Gets Cute With DVD Merchandising, Sale Prices

7 Aug, 2003 By: Jessica Wolf

For a chain usually on the high end of video pricing, a visit last week to a Southern California Virgin Megastore revealed pricing and crossmerchandising tactics to attract impulse DVD purchasers. Throughout the store, large red-on-white banners promoted a $10 sale on select video, music and book product. The low-priced DVD selections were stocked on endcaps throughout the video section and boasted some eyecatching titles, like Moonstruck, Waking Ned Devine, The Good the Bad and the Ugly, The Ice Storm, Planet of the Apes and Kingpin, among others. The store has also begun offering a “buy 10, get one free” frequency card for video and music purchases.

Some new DVD merchandising tactics at this location include an endcap tagged “Vital Drama” and stocked with such titles as American Beauty, Amadeus, The Shawshank Redemption, X, Midnight Cowboy, To Kill a Mockingbird, The Godfather DVD set, All About Eve and Boogie Nights. A standalone display nearby was titled “Vital Old-School Hip Hop” and was stocked with DVDs like Boyz N the Hood, Do the Right Thing, Style Wars, Breakin' and Baby Boy alongside hip-hop CDs, books like Yes Yes Y'All, and even PS2 games like NBA Street.

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