SPECIFIC TARGETS

Suppliers are finding they get more mileage out of their major video cross promotions by targeting specific chains for building cross-merchandised displays."By identifying some of the more progressive, more impactful chains, you can create promotions that are more store-specific with the cross-promotional partner," said Andrew Kairey, executive vice president at Universal Studios Home Video, Universal

Suppliers are finding they get more mileage out of their major video cross promotions by targeting specific chains for building cross-merchandised displays.

"By identifying some of the more progressive, more impactful chains, you can create promotions that are more store-specific with the cross-promotional partner," said Andrew Kairey, executive vice president at Universal Studios Home Video, Universal City, Calif. "By taking more of a sniper approach, and not trying to get compliance

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