Many are wondering if the era of freeloading is finally coming to a close. Recent developments by companies like Costco and Netflix suggest that the days of taking advantage of others’ memberships and sharing passwords may be numbered. As streaming platforms crack down on password sharing and news sites establish stricter paywalls, consumers are facing a sea change in the availability of free content.
Financial, marketing, and other experts agree that this shift represents a significant change in the consumer world. What was once free, even if obtained through less-than-legitimate means, now often comes with a price tag. And while some consumers may complain about these changes, many are ultimately willing to accept them and pay their fair share.
“The freeloaders get it,” says Mark Boidman, Head of Global Media for Solomon Partners, a financial advisory firm.
While it’s too soon to gauge the impact of Costco’s new policies, the membership-based warehouse chain is implementing measures to deter non-members from using someone else’s membership card. Select stores are now using a membership-card scanning system at entrances, and self-checkout customers are required to show proof of membership at the time of purchase.
According to Costco executive Richard Galanti, these efforts serve multiple purposes but are primarily aimed at addressing the issue of people bypassing membership fees by using another person’s card. This problem became particularly apparent when Costco initially introduced self-checkout without requiring proof of membership at the register.
The Changing Landscape of Membership Policies
Costco, the retail giant, has always allowed its members to share their membership with a second person within their household. However, the company is now tightening its rules and putting an end to the practice of people piggybacking on someone else’s membership. This decision comes as Costco aims to address concerns about individuals taking advantage of the system.
While the percentage of people engaging in such freeloading practices may be small, it is significant enough to cause concern. Even slight percentages can have a meaningful impact on a company’s overall revenue. In the case of Costco, membership accounts for a whopping $4.6 billion in revenue, which contributes to 72% of the company’s profits.
Giving people a taste of a product or service without requiring immediate payment can be seen as a form of strategic marketing. Craig Agranoff, a marketing professional based in Florida, explains that it allows companies to introduce potential customers to their offerings in the hopes that they will become so enamored that they willingly pay for continued access. While this approach may be somewhat deceptive, it is undeniably effective.
The changing landscape of membership policies indicates that companies are becoming more conscious of maintaining a sustainable revenue stream. As the concept of freeloading faces closer scrutiny, we can expect to see more businesses implementing measures to safeguard their profitability in the long run.