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Wherehouse Changes DVD Discount Strategy

21 Feb, 2002 By: Jessica Wolf

Wherehouse Music, typically on the higher end of the DVD pricing scale, in the recent past has offered 20 percent off all DVD purchases every day, with plenty of in-store advertising to promote the deal. Recently, that strategy changed to 20 percent off with the purchase of three DVDs. A Wherehouse clerk this week confirmed this is a new discounting practice, designed (like the original 20 percent daily sale) to keep prices competitive with other sellers who heavily discount in the first weeks of a DVD release.

Right inside one Southern California location's front door is an eye-level shelf devoted to preselling upcoming DVDs. Empty DVD cases with box art promote anticipated titles like Harry Potter, Ali, Training Day and Oz: Season One. Preorder customers get $3 off their next purchase.

This particular store also has a 20th Century Fox DVD promotion going. Customers may choose from a selected list of Fox titles for a "buy three, get the fourth free" deal. Titles include older catalog but also newer, high-profile DVDs like X-Men, Bedazzled and Men of Honor. The titles are all well stocked together on a permanent merchandiser in the middle of the store.

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