國際時事跟讀 Ep.K679: Costco的制勝策略：將購物者變成狂粉 Costco's Winning Strategy: Turning Shoppers into Avid Fans

Highlights 摘要：

• Costco's Success Recipe: Costco's success hinges on its unique blend of exclusivity, unwavering dedication to value, and strategic shopping experience design.
• Customer Obsession: The company's ability to create customer obsession through its tactics, such as exclusive memberships and nostalgic appeal, results in a legion of devoted fans.
• Profitability and Loyalty: Costco's commitment to low prices, high-quality products, and strong supplier relationships, coupled with its thriving membership program, contributes to impressive profitability and customer loyalty.

Costco, the membership-only retail giant, has succeeded in cultivating a fanatical following among its 94 million members worldwide. From its irresistible $5 rotisserie chickens to the allure of free samples, Costco has mastered the art of inspiring customer obsession. This article delves into how the company employs a variety of strategies to transform casual shoppers into ardent Costco fans.

Costco，這家只對會員開放的零售巨頭，在全球9400萬會員中培養了一批狂熱的追隨者。從令人難以抗拒的5美元烤雞到免費樣品的誘惑，Costco已經掌握了激發顧客痴迷的功夫。本文深入探討了該公司採用多種策略，將普通消費者轉變為Costco的狂熱粉絲。

One of Costco's primary tactics is the exclusivity offered through its membership program. To shop at Costco's warehouse-like stores, consumers are required to purchase an annual membership, costing $60 for households or businesses and $120 for executive members. This membership requirement not only adds an air of exclusivity to the store but also triggers a psychological phenomenon where customers feel the need to justify their investment by shopping frequently and buying more. This exclusivity is reinforced by the fact that you must be a member to even enter the store.

Costco的主要策略之一是通過其會員計劃提供的獨家性。要在Costco的倉庫式商店購物，消費者需要購買年度會員資格，家庭或企業會員需支付60美元，而高級會員則需支付120美元。這種會員資格要求不僅為商店增添了排他性，還引發了一種心理現象，即顧客感到有必要通過頻繁購物和購買更多商品來證明他們的投資。而必須持有會員資格才能進入商店這點更強化了這種排他性。

Costco's dedication to value is another cornerstone of its strategy. The company's emphasis on offering high-quality products at the lowest prices is central to its appeal. Costco prides itself on being an "item business," curating a selection of around 3,700 to 3,800 top-tier products, as opposed to the overwhelming array of items in a Walmart supercenter. The commitment to offering value is exemplified in popular products like the $4.99 rotisserie chicken and the $29.99 sheet cake that serves 48 people. Costco's approach is not to maximize profits but to find the lowest price that still ensures a fair return, making customers loyal to the brand.

Costco對價值的追求是其策略的另一基石。公司強調以最低價格提供高品質的產品，這是其吸引人的核心。Costco以“商品業務”為榮，精選大約3700至3800個頂級產品，而不是像沃爾瑪超市裡琳琅滿目的商品。對價值的承諾也在暢銷商品中得以體現，比如售價4.99美元的烤雞和29.99美元能夠供應48人食用的蛋糕。Costco的方法並不追求將利潤最大化，而是在確保公平回報的前提下找到最低價格，使顧客忠於品牌。

Furthermore, Costco enhances the shopping experience by strategically designing store layouts that guide customers through the entire store, ensuring they encounter a variety of appealing items, both necessary and impulse buys. Shoppers are tempted by free samples and occasional freebies, such as massages, all of which contribute to making customers more relaxed and less disciplined, leading to increased sales. Costco's ever-changing lineup of surprise deals, alongside its staples like Kirkland Signature brand products, ensures that shoppers always find something interesting and exciting during their visit.

此外，Costco通過精心設計的商店布局增強了購物體驗，引導顧客瀏覽整個商店，確保他們遇到各種吸引人的商品，既有必需品也有衝動購物型商品。顧客會受到免費樣品和偶爾福利的誘惑（例如按摩），這些都有助於使顧客更加放鬆，減少自律感，從而增加銷售額。Costco不斷變化的驚喜優惠產品系列，以及其固定的Kirkland Signature品牌產品，確保顧客在訪店期間總是能夠找到有趣和令人興奮的東西。

Costco's nostalgic appeal is another driver of customer loyalty. The company originally catered to an older, affluent demographic, the baby boomer generation, but now its appeal has passed down to their children and grandchildren. Many consumers remember visiting Costco with their families, and this shared nostalgia is a key element of the brand's identity. These factors, along with the company's commitment to low prices and high-quality products, have resulted in a legion of devoted Costco fans. Costco's approach may be a template for other retailers aiming to turn shoppers into enthusiastic supporters of their brand.

Costco的懷舊吸引力是客戶忠誠度的另一個驅動力。該公司最初面向的是年長的富裕消費者，即嬰兒潮一代，但現在其吸引力已傳給了他們的子孫輩。許多消費者記得與家人一起去Costco購物，這種共同的懷舊感成為品牌形象的關鍵元素。這些因素加上公司對低價和高品質產品的承諾，使Costco擁有一批忠實的粉絲。Costco的作法有望成為其他零售同業將購物者變成品牌簇擁者的模板。

Keyword Drills 關鍵字：

1. Exclusivity (ex-clu-siv-i-ty): "One of Costco's primary tactics is the exclusivity offered through its membership program."
2. Obsession (ob-ses-sion): From its irresistible $5 rotisserie chickens to the allure of free samples, Costco has mastered the art of inspiring customer obsession.
3. Irresistible ( ir-re-sist-i-ble): From its irresistible $5 rotisserie chickens to the allure of free samples, Costco has mastered the art of inspiring customer obsession.
4. Phenomenon (phe-nom-e-non): "This membership requirement not only adds an air of exclusivity to the store but also triggers a psychological phenomenon where customers feel the need to justify their investment by shopping frequently and buying more."
5. Necessary (nec-es-sar-y): Ensuring customers encounter a variety of appealing items, both necessary and impulse buys.

Reference article: https://www.cnbc.com/2019/05/22/hooked-how-costco-turns-customers-into-fanatics.html