Authors: Kyle Thompson-Westra

There is an assumption that certain low-cost providers (think Costco, Amazon, Target, or Walmart, for example) must necessarily have the lowest prices on a given item. However, that assumption is often false. Brands count on customers being sticky and not comparison shopping for every single item. The presence of a membership fee makes that stickiness even truer, as the author explains. Kyle Thompson-Westra is a pricing professional whose background includes digital strategy, marketing analytics, and international relations. He can be reached at kthompsonwestra@gmail.com .

The Pricing Advisor, December 2019

My wife’s favorite holiday is Halloween. As such, …Read More

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