Sublime

Overall, returns have gone down as sales have shifted from retail stores to Amazon. Amazon’s returns are lower, probably without exception, than other retail accounts. Generally, the accounts that sell bigger numbers of fewer titles (like mass merchants) have higher returns and those that stock a broader array of titles, including a lot of backlist

Once you pay your Costco or Sam’s Club annual fee, you are somewhat locked into shopping at that outlet. Shopping elsewhere would create the perception that you wasted your membership fee. Amazon.com has invested very heavily in becoming a sticky product. One-click checkout, Prime membership, subscriptions and the dash button are all attempts to ma

uma vez que compramos um produto novo a um preço específico, ficamos ancorados àquele preço.

1. The Subscription Model

At the other end of the market are the conservatives. They want low pricing. They have waited a long time before buying the product—long enough for complete institutionalization of the whole product, and long enough for prices to have dropped to only a small margin above cost. This is their reward for buying late. They don’t get competitive advanta

After making a payment, the customers want to “earn it back” and visit the studio on a regular basis. The frequency of visits starts to decline, though, the further the most recent payment recedes into the past. By encouraging monthly payment s, the studio restores the customers’ incentive to get their money’s worth back. With monthly payments, the