Publication | Computer & Communications Industry Association
Bundled Benefits of Retail Memberships
Rosa M. Abrantes-Metz, Mame Maloney, and Jeff D. Brazell
Dr. Rosa Abrantes-Metz coauthored this report detailing a recent study and survey of more than 1,000 consumers regarding their use of bundled benefits in retail memberships.
Paid memberships have become a major fixture of the US retail landscape, and retailers are increasingly attempting to attract and retain members by incorporating additional features and benefits into memberships. This paper provides an overview of retail membership bundling strategies in the marketplace and contributes to the literature with findings from a survey assessing consumers’ reactions to the attributes and features of paid memberships.
This research was funded by the Computer & Communications Industry Association. Read the report.