A new study conducted by the CCIA Research Center has unveiled significant consumer benefits resulting from retail membership bundles at Mexico's top four Big Box stores: Walmart Pass, Sam's Club, Costco, and H-E-B Prime. The research indicates that Mexican consumers are reaping an annual consumer surplus of approximately MXN $1.4 billion through these membership bundles.
According to the study, a staggering 81% of members at one of Mexico's leading Big Box stores also hold memberships with at least one other Big Box retailer. When factoring in MeLi+ and Amazon, the percentage increases to 94%, demonstrating a high level of consumer engagement with multiple retail memberships. The primary motivation behind these membership preferences is driven by price considerations.
The survey conducted as part of the research revealed that Mexican consumers are enthusiastic about the possibility of retail memberships incorporating additional features, hinting at a receptive market for more comprehensive customer benefit programs. In light of escalating government scrutiny on competition regulations within the Mexican retail sector, the study strongly advocates that retailers offering bundled memberships significantly enhance consumer well-being.
CCIA Chief Economist & Research Center Director, Trevor Wagener, highlighted the implications of the research, stating, "The latest retail research shows that Mexican consumers with at least one paid retail membership enjoy retail membership bundles, are delighted by having more features included in retail memberships, and typically have paid memberships at multiple retailers. Mexican consumer surplus from Big Box retail memberships alone is about MXN $1.4 billion annually, consistent with robust retail competition and indicating the potential costs to consumers if Mexican regulators restrict retail membership bundles."
The Computer & Communications Industry Association, with a history of over 50 years advocating for tech policies that promote competition, innovation, and consumer welfare, underscores the importance of these findings in enhancing consumer experiences and economic benefits within the Mexican retail landscape.
