Circuit City's holiday marketing focuses on price consistency

By making the new “One Price Promise” campaign the focus of its holiday marketing program, Circuit City hopes to ensure holiday shoppers know its prices are the same whether they're shopping in store, online or by phone.

In a recent survey sponsored by Circuit City, 47% of consumers said they believe retailers post different prices for the same merchandise in their stores and on their Web sites. In addition, 51% said they would place more trust in a retailer who offered the same prices on the Web and in store. Price consistency across retail channels is generally considered a multichannel retailing best practices strategy.

"One Price Promise assures Circuit City shoppers that they will be treated fairly and equally regardless of how they shop with us," said Jeff Maynard, VP of marketing at Circuit City Stores, in a statement. The message “will resonate strongly with consumers in today's world,” he continued.

Circuit City's new One Price Promise campaign will be featured in print, broadcast, online and in-store marketing tools.