The digital world continues to be the ideal channel for people to share some inconveniences. This is the case of a man who exposed Costco for forbidding his mother to use his father’s membership.
Brand membership and subscriber programs are not new, as they have existed over time as a tool to retain consumers. Memberships are known to work when a store or brand that offers products or services launches one to its customers, which, for a recurring payment, grants them certain benefits or preferential access.
Specialists maintain that one of the main advantages of a membership program is the loyalty they generate in customers, since the customer’s feeling is that of preferential treatment, because it has restricted access benefits.
According to Zendesk, this is known as customer loyalty, and it is one of the most cultivated objectives by organizations. And it is that, a five percent increase in customer retention can generate 25 percent more profits, according to a study by Bain & Company.
Costco prohibits using someone else’s membership
The story of a content creator has gone viral and all thanks to Costco.
It all started when personal finance content creator and influencer Angelo Castillo claimed his mother was banned from a Costco Wholesale location in California due to the stores cracking down on non-member shoppers.
The young man went to social networks to share his version, where his mother was allegedly banned by the wholesale store.
In the clip, Castillo can be seen explaining that his father has the $60 Gold Star membership, which is Costco’s lowest membership tier, and allows a total of two authorized users per membership card.
“When I went to college, my dad made me a user instead of my mom,” he said in his video, which has been viewed three million times.
Likewise, he clarifies that his mother was able to shop at Costco without problems for years. But about two months ago, according to the influencer, when she scanned the card at self-checkout, “employees rushed” to ask for her ID.
“After confirming that it was not his card, he was then told that he could never go back to that place again,” he added in his video.
He added that “my mom got a warning earlier, which I guess she forgot about. We don’t feel entitled at all or animosity towards Costco, we love Costco.”
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