MVC, Woolworths' entertainment business, has axed its dual-pricing policy and introduced a loyalty card scheme.
The retailer is also dedicating more space to DVDs and games as it bids to strengthen its position in the market.
MVC has launched a loyalty card scheme called MVC More which, like Nectar, works as a spend-and-collect points programme. Points earned can be redeemed on future purchases.
Previously, MVC cardholders had a discount on every product they purchased.
The retailer has realigned prices - many downwards - to remain competitive.
The 85-store business is increasing space for DVDs and games by 20 per cent, to 32 per cent and 10 per cent of the product mix respectively.
Woolworths chief executive Trevor Bish-Jones said: 'This is about making sure that our strategy connects with the customers, giving them value and relevant promotions.'
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