Circuit City on Wednesday announced a new initiative geared towards assuring customers that prices will remain the same for online, phone and in-store channels. The "One Price Promise" will be the centerpiece of the company's marketing campaign for the holiday shopping season.
The strategy was devised after considerable customer research, the company said.
"One Price Promise assures Circuit City shoppers that they will be treated fairly and equally regardless of how they shop with us," the company's vice president of marketing, Jeff Maynard, said as part of the announcement.
"Customers have been telling us how important this is to them, and we want to give them a strong and competitive value proposition when making purchases."
The promise will be the subject of an "aggressive national advertising campaign" on several platforms, the company added.
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Not a bad idea, but Circuit City should be coming up with something that will save the brand from death this season. This message, the equivalent of we will now 'treat you fairly', or maybe 'we wont screw you anymore' is unlikely to do that. I've never been an employee or anything other than a customer of Circuit City and I loved the place until the last few years when it simply became boring and irrelevant. Thats why I dont go there anymore. So their yelling in my ear that they offer one price is once again, irrelevant. Circuit City asked customers what was important. What they should ask is non-customer what would make them want to shop at CC once again. CC RIP by 2/28/09. Hope not, but they arent fixing anything and wasting precious time.
Make sure you read the fine print. There are tons of exclusions to this offer.