I recently wrote a marketing piece called Members Only â€“ The Costco Way.
In the article I touted Costcoâ€™s extreme focus on its customer and employee satisfaction. Costco spends most of its budget buying merchandise in bulk at wholesale prices for the sole benefit of their members. By aggregating Costco membersâ€™ purchasing power, Costco is able to achieve for its members something they cannot do on their own â€“ purchase quality goods at near wholesale prices. Costco does little formal marketing. Its success is based upon the word of mouth of satisfied Costco members.
Costco also treats their employees well. They do not have the union issues that plague WalMart because they provide generous benefits and pay substantially higher than minimum wage. Theft of merchandise by employees at Costco is also low.
By treating their customers and employees well and making them true partners in their endeavor, Costco has been rewarded by their customers with millions of referrals.