In the competitive retail market, Costco has kept a formula that has captivated thousands of customers: the annual membership. While other competitors choose not to charge any fee, the chain of stores relies on these fees to keep its prices low. However, even though Costco's strategy has been effective, a new twist in its membership policy has sparked a wave of criticism among its members.
The key to its business model has always been the exclusivity provided by its membership, aiming to offer customers a unique and economical shopping experience. However, with rising demand, its stores have become true centers of crowding, which has tarnished the shopping experience. At this point, Costco has decided to take action, with measures that haven't left its members indifferent.
A change that divides members: early hours for executives
In an attempt to ease crowds and give preferential treatment to loyal members, Costco has reintroduced early shopping hours for its Executive category members. This measure, which had been withdrawn for a time, has been announced as an additional benefit for those who pay the most expensive membership, which amounts to $130 per year.
For some, these early hours are a blessing. "Now I can go peacefully, without the chaos of crowds, which is ideal for my family schedule," comments a very satisfied member in a Reddit forum. However, not everyone shares this view.
Some users have expressed their discontent, stating that this change is nothing more than a strategy to pressure customers to upgrade their membership. "This is a clear attempt to get more people to upgrade to the Executive level," comments another member.
The discomfort has also intensified among Costco employees, who have made their concern clear on various platforms. "The implementation of this policy will be a headache," warns a worker on Reddit. According to some employees, this benefit could generate conflicts among members of different categories, which would complicate the shopping experience.
The risk of losing exclusivity: what will happen if more people upgrade?
What seemed like a solution for crowds could become a problem if early hours become a common option for all Executive members. If the majority of customers decide to pay more for this benefit, exclusivity will lose value, and Costco could face even greater saturation during those special hours.
It's still too soon to determine whether this adjustment will be effective in attracting Executive members, but what is clear is that reactions are mixed. Some customers might find that this measure improves their shopping experience, while others feel that they're being pressured to spend more.