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PITTSBURGH -- Giant Eagle here is exploring the possibility of merchandising more DVD product for sell-through in the main body of its supermarkets, while the chain's Iggle Video outlets are adjusting their stores to accommodate an ever-increasing ratio of DVD in their video-rental mix.
"One of the major efforts we're making this year is to capture more of the sell-through business," said Chuck Porter, director of entertainment at the chain, in an interview with SN. "We're seeing huge increases in our DVD sell-through. We're actually performing better than the industry, and our goal is to capture more and more of that business."
Total sell-through video revenues at Giant Eagle are about 15% of rental revenues, he said, although he declined to discuss specific sales data.
Currently, the chain merchandises DVD sell-through primarily from two fixtures in its Iggle Video stores that it developed with its studio partners.
Shrink will be one of the company's biggest concerns if it attempts to bring DVD product into the stores, he said, speculating that DVD displays probably would be located near the front of the store.
The chain already has had success in renting titles on the DVD format. Porter said the chain's...