In the world of retail, major chains are in constant competition to capture the attention and loyalty of their customers. From time to time, one of these companies launches a new feature that generates mixed reactions among its users. Now, one of the leading wholesale stores in the United States has announced a measure that directly affects its most exclusive members.
Costco, the American retail giant, has decided to revive a special benefit intended only for its executive members. Starting June 30, these customers will be able to access exclusive shopping hours, entering the stores one hour earlier than the rest of the members. This initiative aims to reward those who have the highest membership level, which also represents a large portion of the chain's sales.
Exclusive hours for executive members: a privilege that returns
Costco is known for offering products in large quantities and at competitive prices, with a limited selection of about 4,000 items. In 2023, it reached global sales of $234.2 billion (€234,200 millones), ranking as the third largest retailer in the world, only behind Amazon and Walmart. This success is partly due to the advantages it provides to its members, among which now includes this exclusive shopping window.
Starting at the end of June, executive members can enter the stores at 9 a.m., one hour earlier than Gold Star and Business members. They will have to wait until 10 a.m. on weekdays and Sundays, and until 9:30 a.m. on Saturdays, reveals The Street.
This measure, already implemented in the past, is similar to what competitor Sam's Club offers and seeks to encourage executive membership, which costs about $130 per year. According to the chief financial officer of Costco, Gary Millerchip, these members represent more than 47% of the total base, but contribute 73.1% of global sales.
Variety of opinions among Costco customers
Although many executive members have celebrated the return of this benefit, considering it a fair incentive for the cost of their membership, not all members share that opinion. Some Gold Star and Business users have expressed feeling left out, arguing that the benefit should be extended to everyone equally. On social media, there were comparisons with Sam's Club, which allows shopping as early as 8 a.m. and offers other conveniences such as mobile scanning.
Additionally, some executive members have stated that they would prefer other types of improvements, such as longer closing hours or a greater variety of products. In a humorous tone, one user joked that "the commoners will be able to sleep one more hour." However, the debate highlights the tension that this type of exclusivity can generate in consumer communities.
Costco has announced a grace period until August 31 for Gold Star and Business members to adapt to this dynamic. It remains to be seen whether this measure will strengthen the loyalty of its executive customers or, on the contrary, generate more criticism. For now, the chain continues to innovate to keep its place at the top of the retail market.