In Mexico, customer benefit programs have gained significant traction in recent years, due in part to the country’s appreciating currency, decreasing unemployment, and increasing availability of internet access. Principal Mame Maloney coauthored a whitepaper examining retail memberships and the way retailers are packaging collections of benefits in the Mexican market.

 The authors present findings from a survey assessing Mexican consumers’ reactions to the features of paid membership programs offered by Mexico’s leading big-box retailers. The paper explains that, although the range of features included in retail membership in Mexico is less diverse than in the US market, Mexican consumers react positively to the inclusion of these benefits. The paper finds that Mexican consumers who purchase paid retail memberships have a high propensity to multi-home; in particular, 94% of members of Walmart Pass, Sam’s Club, Costco, and H-E-B Prime, MeLi+, or Amazon Prime also have a membership with at least one more of the six retailers.

The full whitepaper, “Bundled Benefits of Retail Membership in Mexico,” can be found below. The paper was sponsored by the Computer & Communications Industry Association (CCIA).

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