Behind Costco’s Treasure-Hunt Shopping Strategy

This Wall Street Journal video “Behind Costco’s Treasure-Hunt Shopping Strategy,” describes Costco’s marketing strategy. (see also this article at Business Insider).  Surprisingly, the store makes it hard to shop there – for example, it changes the location of some products and have limited selection. You might question whether this is customer oriented. But it seems to address other customer needs – including the joy of shopping and the fun of finding bargains.

This video might be fun to show when covering consumer behavior (Chapter 5) or retailing (Chapter 12). It might also be shown after the video, “A Brief History of Retail.”



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