Unraveling the Bundled Benefits of Retail Memberships
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Dr. Rosa Abrantes-Metz, Mame Maloney, and Jeff Brazell provide an overview of a recent survey in which they assessed consumers’ membership subscriptions, their attitudes toward features included with each membership, their frequency of use of such features, and trade-offs consumers make when choosing between different memberships with different attributes.
The authors conclude that paid retail memberships have become a major fixture of the US retail landscape and that bundled goods and services have the potential to benefit both consumers and sellers.
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