Name: Behind Costco's Treasure-Hunt Shopping Strategy | The Economics Of | WSJ
Uploaded: 2021-08-25T07:26:33.000Z
Duration: 6 min 9 s
Description: VoiceTubeの動画で発音を聞きながら英語表現を覚えよう！学べる英語：

- [Narrator] If you've ever shopped at Costco

you may have noticed that it's a little different.

基礎受動態

- Costco is not engineered for a quick shopping trip.

- [Narrator] This is the economics of Costco.

Goods are literally stacked on pallets up to the,

That's all part of the model and the experience.

The first think we got is a five dozen of eggs.

- [Narrator] Unlike most stores, there are no aisle signs

or in store maps to help direct shoppers.

What's more Costco, constantly moves some

of its products and cycles in new products.

into the retail behemoth that it is today?

- Costco is a big fan of using treasure hunt retail

psychology to draw you in, which is basically having items

on the shelf that are at a like wow price

- [Narrator] The big idea behind Costco's

treasure hunt strategy is that by encouraging customers

to explore and ensuring that there's always a new batch

of interesting deals, customers end up shopping longer

- [Woman] Today, I went to Costco thinking I was just gonna

get a few items, but I ended up with the whole entire cart.

- When you go into the store, it doesn't feel the same

And so you have a sense of urgency about purchasing

and also just a sense of wanting to come back,

If it was the same, every time you might not come as often.

- [Narrator] Today, Costco is one of the world's largest

retailers boasting over 803 locations and 275,000 employees.

- Costco was part of sort of this early warehouse club

concept which was really about, instead of like

- [Narrator] Most members pay an annual fee of $60

The customers can upgrade to the executive membership

Membership dues are also how Costco makes most of its money.

- I think Costco's management's main goal

is always this ethos of, can we offer more exciting items

at a better price to keep memberships growing?

The model is make money on the membership,

They can't just raise the price on something

to increase the profit that's against the internal code.

And so that also includes things like let's save money

in how much time we spend putting products on shelves.

So that's part of the reason why you see these pallets

of goods stacked up to the ceiling is there's not a lot

of time spent taking apart those pallets,

putting each individual product on the shelf.

If they eliminate that there's a little bit

of labor savings, there's some time savings

because they're just putting all that stuff out on a pallet

- [Narrator] Costco says that an average item

in the store is only marked up 11% compared to the 25

This commitment to low prices hasn't just kept customers

loyal, it has also helps spread the brand.

and people enjoy the product selection at Costco.

They have very skilled merchants that usually

have been employed there for a very long time

and really know what a Costco customer likely would want.

And they're good at getting good prices on those products.

- And that sort of creates a certain frenzy

- I got the Kirkland brand microwave popcorn.

that shoppers want more choices, not less.

So that means they have to be pretty precise.

They think about like giving space to a product

in their store differently than a Walmart would.

like it's out of there, it's very cutthroat.

字幕リスト動画再生

Behind Costco's Treasure-Hunt Shopping Strategy | The Economics Of | WSJ

sort

assume

pandemic

eliminate