All of our customers are important to LifeVantage but there is a difference between those who order at retail prices and those who buy at wholesale. The LifeVantage Policies and Procedures defines a “Direct Retail Customer” as “a customer who purchases directly from LifeVantage at retail prices . . . “ A simple “Retail Customer” buys product at the retail price also but purchases this product from a LifeVantage Independent Distributor. A Preferred Customer, on the other hand, is able to buy LifeVantage product(s) at the wholesale price. Preferred Customers are allowed to buy at the lower price because they order through an “subscription” arrangement on a multi-month basis.
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