Subscription programs are increasingly popular among a wide variety of retailers. These types of programs give members access to a set of exclusive benefits for a fixed fee upfront. In this paper, we examine the causal effect of adopting a subscription program on subsequent customer behavior...

One-to-one marketing advocates tailoring of one or more aspects of the firm's marketing mix to the individual customer (Peppers and Rogers 1997; Peppers, Rogers and Dorf 1999; Shaffer and Zhang 2002). One-to-one marketing represents an extreme form of segmentation, with a target segment of size one....