The Total Package
Every sales associate at The WIZ is trained to sell not only their specialty CE products, but also OOL and the high-speed modem and, if applicable, the digital iO service. Placards and signs within the stores try to steer people in the electronics section toward the Cablevision area and vice versa. Salespeople are also fairly aggressive to try to add electronics products to the purchase of Cablevision products. For the digital sound and picture available with iO, they will suggest larger screen TVs, higher end speakers or home theater systems. With cable modem customers, they may suggest a new computer or new peripherals such as scanners, digital cameras, photo-quality printers, etc.
However, it's not just The WIZ and Cablevision working together. The sports teams and events venues are part of the synergy too. "One of the things we've done well between the organizations is to combine them in a way to drive the company's business up by utilizing all our resources," Goldberg said.
In November, a direct mail piece went out to homes in the area of certain WIZ locations. People presenting the mailer at The WIZ could sign up for a year of Optimum Online, buy the cable modem for a special in-store price of $99 and choose a pair of free tickets to either The Radio City Christmas Spectacular starring the Rockettes or A Christmas Carol the Musical starring Tim Curry at the Theater at Madison Square Garden. The promotion runs through December 26. The current "Watch the Rangers and Win Sweepstakes" requires entrants to sign up at any WIZ location and watch one of six New York Rangers hockey games to qualify to win a trip to Philadelphia to see the Rangers.