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This review isn't directed at the staff in the store. They were professional, polite, and simply following the rules. My issue is with the executive team that approved the ELITE pricing strategy.
Requiring customers to join a membership just to purchase certain products at the advertised price is a frustrating experience. If you don't have an ELITE membership, some products won't even scan through the system at the regular market price. Instead of giving customers a choice to pay a non-member price, the sale is simply denied.
That's not customer service, it's forcing customers into a membership to complete a purchase. It creates an awkward situation where employees have to explain a policy they had no part in creating and leaves customers walking away empty-handed.
Executive leadership should reconsider this approach. Loyalty programs should reward customers, not prevent them from buying a product altogether. Until that changes, I'll be spending my money with retailers that allow customers to purchase products without requiring a membership first.
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