The L.A. Zoo tames its control and finds success with a simpler approach.

By Abny Santicola

Similarly, on the reply device, the prices for membership levels — Couple, Family, Keepers’ Club and other — are crossed out and replaced by the $10-off discounted price. According to Zahrly, the zoo tested the flat $10-off rate versus a 10 percent-off offer, and flat discount was the winner — even though 10 percent off is a greater value for the higher levels.