Circuit City Unveils Universal Pricing Across its Channels

Richmond, Va. In a move to improve the customer shopping experience and build traffic for the holiday shopping season, Circuit City announced Wednesday its new “One Price Promise,” a program that will present shoppers with the same price on merchandise, regardless of the channel it is purchased from.

The program is also Circuit City’s way of assuring its shoppers there will be no “hidden deals” for consumers partial to a particular channel.

For example, nearly half of consumers (47%) believe retailers post different prices for the same merchandise in their stores and on their Web sites, according to  research conducted by independent research firm SPSS, Chicago, Ill. More than half of surveyed shoppers (51%) said they would place more trust in a retailer who offered the same prices on the Web and in their stores.

"Customers have been telling us how important this is to them, and this program delivers a strong and competitive value proposition when making purchases,” said Jeff Maynard, VP, marketing, Circuit City.