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Best Buy to exorcise devil-customers

RICHFIELD, Minn., Nov. 8 (UPI) -- Big box electronics retailer Best Buy wants to run off customers who contribute nothing to profits, the Wall Street Journal reported Monday.

Known as devils, such customers typically buy products, apply for rebates, return the purchases and then buy them back at returned-merchandise discounts. They load up on severely discounted merchandise designed to boost store traffic, then flip the goods at a profit on eBay. Devils, who acccount for about 100 million of the store's 500 million customer visits yearly, slap down rock-bottom price quotes from Web sites and demand that Best Buy make good on its lowest-price pledge.

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Angels, on the other hand, are customers who boost profits by snapping up high-definition televisions, portable electronics and newly released DVDs without waiting for markdowns or rebates.

This year, Best Buy is stocking more merchandise and providing more appealing service to attract angels. To deter devils, it's cutting back on promotions and sales tactics that tend to draw them and culling them from marketing lists.

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