As consumers, we are constantly making choices about where to buy stuff we need, be it Walmart versus Target or McDonalds versus Burger King.

Increasingly, companies are creating membership programs to invoke customer loyalty. After all, a sticky consumer is a consumer for life. Just look at Costco, many consumers are more than willing to pay for annual memberships in order to gain access to the bulk quantities, low prices, and large selection of supermarket and department store products that differentiate Costco from its “big box” competitors.