05/22/2018

Make It Hard to Quit

What associations can learn from Amazon's recent behavior

Amazon announced in April that it was raising the annual price of Prime membership from $99 to $119. The extra $20 fee may prompt some members to drop their membership, but before one could hit the cancel button, Amazon announced a new perk.

This summer, Amazon will be rolling out Whole Foods discounts to Prime members, reports Business Insider, adding additional value to the membership.

While it’s tough for associations to compete with the scale of Prime benefits, there’s clearly something to learn about providing benefits that are hard to leave behind. Also, take a cue from Amazon’s smart communications plan here—make an announcement about a fee raise and then quickly follow it with a new perk.

Please select this link to read the complete article from Associations Now.