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The traditional retailer will say: 'I'm selling this for $10. I wonder whether I can get $10.50 or $11.' We say: 'We're selling it for $9. How do we get it down to $8?'
customer-loyaltylong-term— The New York Times, "How Costco Became the Anti-Wal-Mart" (Steven Greenhouse), 2005
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The membership fee is really the key to the whole thing. It means your customer has already committed to you before they even walked in.