Blockbuster recently implemented a two-tiered pricing structure, where customers can rent their videos for either two or seven nights (with the later being more expensive). I’m sure some will think this is a reasonable proposition. I think this change is short-sighted.

Since the change I’ve noticed on more than one occasion customers complaining about late fees, and just about everywhere in the store they have posted hand written signs reminding users to return their movies on time (which is noon). Clearly their customers are having difficulty understanding the new rules.

In my opinion Blockbuster isn’t concerned about customer loyalty. Rather, they want to earn short-term profit. Is this the right story Blockbuster should be telling?