Bring ‘Em Back for More

The reason I like when merchants are really explicit in showcasing their discounts is because when a customer is contemplating whether or not to join a loyalty program, they start doing the math. Let’s say they get 10 percent off, and it costs $30 to join. They start trying to figure out how much merchandise they must buy to make back their investments. They get focused on math instead of on product and other member benefits. When you show the special member prices explicitly, it places the focus back on the product, because the math is already done for them.