THE SOCIAL CMO Blog
Alone we can do so little; together we can do so much!
I’ve spent a good deal of time in Costco – as a shopper, executing on brand marketing, and working with distribution folks behind the scenes.
Without a doubt, social media does NOT fit within their “all about the member” mantra. I don’t blame them: they are focused on providing the lowest-price products to members.
And I’ll defend them, too: Objective is to sell products at a fair price to members. Strategy is to get products in their stores through killer distribution, logistics and relationships.
Social media does not fit within the objectives.
Sorry to be the nay-sayer.
thank you so much for your comment. I do appreciate your point of view very much as I think Costco is probably one brand that may get away with not actively participating in social media.
However, I advise they monitor because it could help them gain even more customer insights and allow them to gain business intelligence for products/services offerings.
Furthermore, by establishing an official account, Costco could have a channel to distribute offers and news, aside from their online website.
Costco might not do social media the same way others do but they can certainly find their own model that fit their business strategy.
What do you think?
The insight I have gained by speaking with someone inside Costco is they are still trying to figure out how to leverage social media, measure the return, etc.
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