Back Lot Video thrived for six years in the Canadian university town of Sackville, New Brunswick, until owner Chris Graham noticed an unmistakable downward trend last year. The culprit: Digital downloads were becoming increasingly popular among his core clientele of tech-savvy students. To negate the convenience factor of Netflix, Graham began writing his own movie reviews for DVD packaging, along with recommendations of similar movies customers might like. The personal touch halted the slide in sales and brought in new customers as word spread.
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