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Unformatted text preview: niche as a
“neighborhood entertainment center.” Using strategies he’d
learned at Wal-Mart, he ordered the reconfiguration of more than
1,000 Blockbuster outlets, surrounding the cash registers with C/M/Y/K DESIGN SERVICES OF M09_BOVE5352_09_SE_C08.QXD 244 PART 3 5/17/07 12:59 PM Page 244 Crafting Brief Messages flashy displays of candy, potato chips, magazines, tie-in toys, and
new and used DVDs for sale. His stated goal was to add $1 in retail purchases to every rental transaction. Meanwhile, he also relocated Blockbuster’s headquarters from Florida to Dallas, losing
75 percent of the company’s top staff when they declined to make
the move. Then Fields initiated the construction of an 818,000square-foot warehouse 25 miles outside Dallas to centralize a new,
highly sophisticated distribution operation (Fields’s special expertise) for Blockbuster’s 3,600 North American outlets. But revenues were still falling.
Redstone and Dooley’s new plan is to get Blockbuster back
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- Fall '12