Itasca, IL-based multititle merchant Infinity Resources has acquired The Video Collection catalog from San Diego-based Genius Products. Terms of the deal, which closed on August 1, were not disclosed. Infinity owns the Critic’s Choice Video, Collectors’ Choice Music, and Heartland Music catalogs as well as the DeepDiscountDVD.com, DigitalEyes.net, and DVDPlanet Websites.
According to director of merchandising Rob Terrywhat made Video Collection attractive to Infinity was that because Video Collection had an average order of $100, due to the box sets of BBC programming and World War II documentaries it sold. It also attracted a more affluent audience.
The Video Collection has about 300,000 12-month buyers, but the catalog has not mailed since September 2004. Infinity plans to perform some reactivation campaigns (perhaps a free shipping offers or dollar-off) as well conduct some prospecting right off the bat, says director of circulation Jeff Urbaniak, to build its list of 12-month buyers.
There’s about a 50% product overlap between Video Collection and Critic’s Choice Video, Urbaniak says. “It’s going to be a little tricky, but we just have to be real strategic in the way we go about mailing.”