How I became a raving Costco fan

It started with a coupon. 

A couple years ago, I joined the Costco membership program. The experience highlighted some valuable lessons on lifecycle marketing.

Retailers use a variety of marketing tactics to lure consumers into the store, entice them to come back and keep shopping. The key is to treat consumers fairly while still promoting  the brand.

Below, I’ve broken down the psychological triggers that moved me from one stage to the next, ultimately converting me from a suspect to a paying customer.

It started when a  coworker first told me how much he loved Costco. He bragged about the benefits and unique products available. I would later come to understand this level of enthusiasm. For some, I am now that coworker who won’t shut up about Costco. After hearing my friend go on and on about Costco, I finally considered getting a membership. 

The coupon

My decision was made easier when another friend sent me a link to a Costco Groupon. The offer was for a $60 Gold Star membership with a $20 cash card that would be mailed to me.

Frequent shopper programs

Three days after buying  the Costco membership online via Groupon, I visited a store to complete my membership and retrieve my membership card. At the store, a Costco rep recommended that I upgrade to the Executive Membership. I was skeptical. Then, he said this: “The executive membership offers cash back and a guarantee on the upgrade fee. You will get fully refunded on your membership fee, even if you only use it once.” I was sold. 

Point of purchase

I noticed that there were several point-of-purchase displays prompting buyers to make purchases, which I did since I was already at the store. 

Samples

There were lots of free samples of fruits, drinks, bite-size food servings, etc. I tasted a few but did not feel compelled to buy any of the items.

Impulse buys

At Costco, I ended up buying more than I originally intended. Convinced that I was capable of consuming a giant box of strawberries and a big bag of grapes before they would ever expire, I picked one up. I had to have not just one but two huge containers of trail mix, because you never know when guests will drop by craving a variety of trail mix, right? In fact, I ended up buying more than I needed. I did this mostly out of convenience, so I would not have to come back.

So, that’s how Costco won me over (with a little help from a very satisfied customer). Almost three years later, I’m still a raving Costco fan.