On New Years Eve, I stopped by BJ’s, the Costco equivalent in upstate NY. I’d received a coupon in the mail good for a 60 day trial membership, expiring 12/31. Since membership is normally $45 a year, this was my opportunity to check it out at no cost or risk if the savings weren’t that great or the products weren’t that useful (I imagine these are the two objections most prospective members would have).
The associate was happy to sign me up, but she wanted to mention another offer: get 14 months for the price of 12, AND a coupon good for $10 off any purchase, AND a full money-back guarantee for the life of my membership. But, I had to choose one offer or the other. If I signed up for the free trial then I couldn’t get the $10 later on. And since I’ve got an unconditional money back guarantee, doesn’t that count as a free trial anyway?
Didn’t have time to do any shopping, so I happily handed over my $45 when I’d planned to spend $0 and walked out with a fistful of coupons and not a trace of buyer’s remorse. If anyone knows a better-designed upsell than this one, I’d love to hear about it!
I attribute the lack of buyers remorse to you not actually shopping at BJ’s. A while back I took advantage of one of those free offers. I would rather claw my eyes out with mega-packs of toilet paper than spend another minute shopping in that store.
Maybe your experience will be different.
I do like their wine and spirits cage. But you do not have to be a member to shop at the store within the store.
I went back shopping Daniel B, and I fear you may be right. And there’s no spirits in Saratoga… not in BJs anyway. I also got the chance to participate in a world class scam: greeted at the door by a friendly woman who says she’s from Phillips and they want to get their name out by giving away a flat screen TV. Gee, who wouldn’t want a Phillips TV?
So I give them my name and agree to be contacted if I won and since I’ve been getting daily calls from Phillips… home siding and remodeling, that is.