Business Articles

Better Retailing - 'Membership' gets marketing gold

By Ann Gusiff
Published: March 14, 2012

On a January weekend I went to a local hobby store (Dollhouses, Trains & More, Novato, Calif.) at the urging of my 8-year-old son who still had Christmas money smoldering a hole in his pocket. When we drove into the parking lot, I saw the first of several signs alerting me to the store’s new "membership only" status.

At first I was confused why they were doing this and then angry as I read you had to let them scan your driver’s license to even peruse the model trains.

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