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The Art of Membership: How to Attract, Retain and Cement Member Loyalty by Sheri Jacobs

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Chapter 6

Behavior and Preference Are Very Different Things

The other day, I was having coffee with a friend of mine who has three school-aged children and who enjoys shopping, working out, reading, and going to movies. She also loves a bargain—and, consequently, Groupon. She has the app on her iPhone and receives emails from Groupon alerting her about daily deals in her area.

This particular morning, however, she was irritated with the company. The day before we met, she had planned to take her children out for lunch at a new restaurant that she heard was supposed to be kid-friendly and fun. The friend who recommended the restaurant had sent her a text that morning: “Check Groupon. I just received a $20 for $10 deal yesterday.” My friend immediately ...

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