Perkonomics

Ad Age today reports on AC/DC's icconclastic strategy of focusing on brick & mortar retail over digital, online music distribution. For their new album, the band cut a deal with WalMart, who gets the exlusive rights to the cd. This is a great example of the "Perkonomics" Trend at work, one that Trendwatching has been writing about for some time. And one that will continue to have momentum in our recession, as consumers continue to crave status and an experience, even as they cut-back on spending.

WalMart has had exlusive deals with other aritsts in the past (I remember standing at a WalMart in Fremont MI, watching the Hanson's perform in an an exlusive, live concert broadcast in WalMart stores, feeling I was seeing the future unfold). Nearly ten years later, the retailer has really kicked-up the promotion behind this offering, with TV ads and 3,500 pop-up retailing mini-boutiques selling all things AC/DC. WalMart believes they have built an "entertainment destination."

Trendwatching says that perks can make boring offerings interesting. Can WalMart be more interesting? In these times, absolutely.