You will inevitably have questions about Red Tag and its effectiveness. Here, we showcase the queries we believe you will have and, as you'll see, we don't dodge the issues. If you have more questions, ask away. We have the proof that Red Tag works and we will be delighted to demonstrate it to you.
Q. Do Red Tags work in any DVD box?
A. No. The boxes must be Red Tag compatible. Amaray and other major producers Red Tag compatible boxes are available from your distributor.
Q. Doesn't this mean major upheaval - a totally new box?
A. No. The Amaray box is already the industry standard and the new box is widely available. Amaray, the largest producer of this kind of product, is already 100% Red Tag compatible.
Q. The replicators are still going to hate this.
A. That's not the evidence so far. Red Tag is inserted by the retailer, not the replicator. And the box the replicator uses is, to all intents and purposes, the same as the Amaray box they're using now.
Q. Okay, what about the studios? All the artwork changes. Inlays and booklets that don't quite fit any more.
A. Wrong! Inlays and booklet sizes are identical.
Q. If Red Tags are so good, they must be expensive to use.
A. On the contrary. They are small, re-usable and have a very long life. They cost so little to fit and remove in-store that they have little impact on labour costs.
Q. Safers already exist and are widely used. Why switch?
A. Safers cost 400% more than Red Tag. They're so big and clumsy they take up valuable shelf space - space you could use for product. They swallow up space in the store room. They form unsightly plastic mountains behind the checkout.
They take time to fill, meaning that retailers are paying people to put boxes inside other boxes instead of
helping people buy. They also obscure the product, particularly when they get old and scratched, making it less attractive and more difficult to examine and generally reduce browsing to impulse buying.
Q. Source tagging is also popular. Why switch?
A. In Europe, source tagging is not really a viable option, as there are multiple security standards and formats. Security source tagging does not seal the cases and therefore disc removal is easy.
Q. Doesn't having product in the box increase the risk that it will be stolen?
A .It's true (and we can prove it) that having product in the box, instead of in the store room or behind the counter, increases desirability of the product. But Red Tag turns the usual situation upside down. What used to be an incitement to theft is now transformed into an opportunity for a decent member of the public (the vast majority of customers) to buy. The product is indeed in the case but it cannot be removed without damaging the case and/or the disc. A stolen product that is broken or battered has very little black market value
so there seems little point stealing it.
Q. The implication is that Red Tag actually increases sales. How can this be?
A. It's more than an implication. We have proof here that Red Tag can boost sales by 40% plus.
Q. A crook could still walk out the store with a Red Tag product though, surely.
A. That's right. And it will set off the store alarm, alerting your store and security personnel. Even if the thief manages to escape, he still has to overcome the Red Tag security features. Force-opening the box the box itself, the inlay and booklet and possibly even the DVD will be damaged, negating any black market value, in the industry this is known as "benefit denial".
Keep in mind that Red Tag is no magic solution to all security problems, it can only be as efficient as the environment it operates in. So it strongly advised to review your stores security policy and make sure that it is at the level you want to achieve.
Q. Won't Red Tag become obsolete with the emergence of RFID?
A. No. RFID is still a long way off for many stores and for many others offers little benefit at this stage. However on RFID Red Tag can be made available.
Q. Do you need special equipment to remove Red Tag at point of sale?
A. Yes. A simple Detagger, which removes the Red Tag is necessary. Look at this video demonstration Also, an in-store security alarm system at the store exits to detect removal of the product. Keep in mind, that Red Tag alone is no guarantee to decrease store theft; synergy with other store security systems is needed.
Q. When all's said and done, isn't this really a way to persuade everyone to buy new, more expensive Amaray boxes?
A. No, Red Tag boxes are the same price as non Red Tag boxes.
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