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
- 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.
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'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.
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.
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.
Keyword Drills 關鍵字：
- Exclusivity (ex-clu-siv-i-ty): "One of Costco's primary tactics is the exclusivity offered through its membership program."
- 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.
- 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.
- 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."
- 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