Vikrama Dhiman

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Another concern that caused a big debate was how heavy buyers would respond to a loyalty program. Would it encourage them to place additional orders? Or would they have placed the same orders even if they had to pay for shipping? The purpose of this program was to drive incremental buying behavior, not for Amazon to pick up the shipping tab as a way of saying thanks to our big customers.
Working Backwards: Insights, Stories, and Secrets from Inside Amazon
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