I went to Costco with my wife yesterday, making my annual visit to remind me of what a slick outfit they are.
Firstly, you’ve got to become a “member” and they call you “member” and use that term everywhere, particularly on the price stickers. It’s “member price” all over but I’m not sure they are much cheaper than competitors (unless you buy in the vast quantities they dictate.)
But you do feel kinda special being called member rather than customer, client or patron.
Work less, charge more and have your customers loving it!
Marketing Magic
And don’t forget you’ve got to renew your membership every year. That’s 60 bucks you pay for the privilege of shopping there.
That means they have your name, address and email to remind you when membership falls due (and can send you regular stuff about specials).
It means they have a database and use it… something I wish more businesses would do!
But what I really love is the supermarket trolley. Well, it’s not the same as a supermarket trolley. It’s the size of one of those huge juggernauts they use in mines to bring up the ore.
And, of course, being big means you can’t buy just a few things. Subconsciously it urges you to have to fill it. It works automatically to upsell you, add on sell you and cross sell you. Better than Maccas! But again, something I wish more businesses would do.
And members oblige, mostly buying huge packs of toilet rolls. Obviously a visit there causes some form of gastrointestinal upset!
It did my heart good to see how they made spending money, in huge gobs, so easy. Something I wish more businesses would do!
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