""Giving away apples is like giving away white bread," they told TheStreet. "It's fine, I guess, but not very interesting. It's certainly not going to get me to do anything different.""
""The last few times I've gone to check out, I've gotten the third degree about my membership," he says. "It's getting really old.""
Costco is offering complimentary 3-pound bags of Gala apples at select warehouse locations. The company relies heavily on membership fees and focuses promotions to drive joining, upgrades, and renewals. Past giveaways such as tote bags have successfully encouraged automatic renewals. Many members consider the apple giveaway uninspiring and unlikely to change behavior. Costco previously boosted Executive memberships by offering benefits including 2% cash back and earlier shopping hours, driving a 1% sales lift and a 9% increase in Executive memberships, according to the CFO. Some shoppers report persistent employee pressure at checkout to discuss membership status, creating frustration.
Read at Fast Company
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