How Customers Come to Think of a Product as an Extension of Themselves
Harvard Business Review
SEPTEMBER 17, 2018
This model has been extremely successful. REI—an outdoor supplies company—sells inexpensive co-op memberships , and members enjoy members-only sales, free classes, even in-store “garage sales” of returned merchandise. Consider Threadless, the t-shirt company. Threadless prints and sells the winners.
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