PITTSBURGH — Giant Eagle this month went after multiple DVD sales by tying in the sale with a broad array of titles to its popular fuel reward program.
In a promotion that was advertised in both its weekly circular and an email, the retailer offered customers who bought any combination of four select DVDs from Warner Home Video, Burbank, Calif., an extra 20 cents off per gallon of gas. The promotion ended last week.
“Our sale has three great price points — two for $10, two for $20 and TV on DVD for $19.95 — which are competitive with major video retailer specials,” said Giant Eagle spokesman Dan Donovan, while the promotion was still running. “In an effort to grow sales and multiple purchases, we worked with Warner on a way to add an extra incentive that others could not offer. Also, with fluctuating gas prices, we saw it as a great incentive.”
With 90 titles involved in the promotion, this was the first time the retailer had tied its fuelperks! program in with that many DVDs. Past efforts focused on individual titles, Donovan said.
“Today's environment presents a perfect opportunity for supermarkets to tie in fuel centers with DVD purchases,” said Bill Bryant, vice president of sales for distributor Ingram Entertainment, La Vergne, Tenn. “Consumers are obviously very sensitive to gas prices, and when fuel incentives are offered through supermarket DVD purchases, it's a call to action. DVD tie-ins with fuel centers make good sense for supermarkets.”
The overall goal for the program was “to reach a new plateau of DVD sales, and to move singular purchases to multiple purchases,” Donovan said.
Among the titles offered at two for $10 were “Demolition Man,” “A Mighty Wind” and “Wag the Dog.” Two for $20 DVDs included a special edition of “Citizen Kane,” “GoodFellas” and “Unforgiven.” TV on DVD programs were “Sex and the City” seasons one through six, “Entourage” seasons one through three, and season one of “Heroes.”
In Giant Eagle's fuelperks! program, customers earn 10 cents per gallon for every $50 spent on most products in the store, including video and pharmacy.
The extra 20 cents per gallon was offered in addition to regular fuelperks! credits, although all four DVDs had to be bought in a single transaction. There is a three-month time limit for applying the rewards to fuel purchases, which accumulate, but most customers use them as soon as possible, Giant Eagle executives said.