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Blissfully Buying Bulk
I love Costco. We bought our televisions there, our home office furniture and even our mini-van. I proudly carry a Costco American Express card.
Why would I love a store that has the ambiance of an airplane hanger, where there is no sales help and you can’t count on what merchandise will be in stock? I love it precisely for those reasons. Their hours stink and you don’t even get a shopping bag but Costco works because the reward of awesome bargains is greater than the hassle. The payoff is bigger than the pain in the neck. The thrill is worth braving the crowds.
This is an honest retail experience that isn’t camouflaged by store design, soundtrack or faux helpful staff. And ultimately Costco is a brand that likes and respects their female shoppers. Without being pink they have done a wonderful job making it a store of choice for moms (snacks in bulk, affordable birthday party gifts, fresh fruit and cheap diapers).
What can other businesses learn from Costco?
- Be authentic. If you are a warehouse, be a warehouse.
- Keep your front lines happy. Costco pays their people well and that keeps them productive.
- Build a treasure hunt for shoppers. What would it take to get customers to check out your brand regularly to make sure they don’t miss anything?
- Stand behind your products with a no questions asked return policy.
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