Costco has introduced earlier opening times for Executive Members starting June 30, which has led to mixed feelings among its customers. While members with the Executive card, costing $130, will gain access an hour earlier, many regular members feel undervalued. Critics argue that this tiered access undermines the inclusive notion of shopping at Costco, which is generally associated with affordability and equality among customers. As Costco's offerings evolve to include luxury items, the backlash highlights the tension between maintaining a discount brand image and catering to wealthier consumers.
As members we all pay to shop there, it's actually not cool to inconvenience loyal customers for 30 minutes to an hour.
The Costco image is tied to the idea that finding a great deal is the ultimate equalizer, cutting across class lines.
Some responses suggested that the new Executive perk came across like second-tier treatment for devoted Costco shoppers.
While Costco's product mix includes items targeting higher-end consumers, its appeal is rooted in bargain hunting and volume discounts.
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