How Blockbuster is getting it right
Consumers want what they want, when and where they want it. We don’t want to be limited. We want to interact with the brands we love across multiple channels.
When Blockbuster introduced Total Access, they got it right. Total Access allows subscribers the flexibility of exchanging their movies in Blockbuster stores, not just online. Blockbuster is using their stores and their site to their advantage, which is something their main competitor, Netflix, can not do. Since the introduction of Total Access, Blockbuster increased their online members by 700,000 in just two months.
Blockbuster is banking on this program. InternetRetailer.com reports that the company plans to spend $35 million in the first quarter of 2007 to promote the new program. Check out Total Access for yourself on Blockbuster’s site. Keep your eye out for more multi-channel options for Blockbuster customers, both in-store and online.
Blockbuster, Movie Rental, Total Access
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