June 12, 2001, 12:00 AM

Virgin Megastores’ preview system looks ahead to online integration

Virgin Megastores has built a proprietary system to allow customers on the web and in stores to preview movies and music.

Shoppers at Virgin Megastores web site will have the opportunity to preview DVDs and CDs with a new system that Virgin started testing in its stores this week. Virgin built the technology inhouse. Using a digital preview system for video and Music, customers will have access to a database of more than 10,000 DVDs and 200,000 CDs for preview. While the system is being tested in stores, Virgin says it marks the first stage to integrate the system into its click-and-bricks operations, although it did not reveal details. Virgin’s other online efforts include launching the Virgin V-shop concept in the United Kingdom, Radio Free Virgin Online and an online magazine Virginmega.com.

Virgin stopped selling merchandise online in December to focus on a more content-driven approach. The goal of the web site is to drive store traffic, the company says.


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