- Feb 14, 2002
- 19,688
- 2,811
- 126
WTF! Those greedy, corporate bastards! Where is my sign? I'm marching today!
The last Costco membership raise was back in 2006 so I can understand where they're coming from. This was done strictly for Wall St since they keep wanting higher profit and majority of Costco's net profit comes from membership fees. But raising fees in this environment to appease Wall Street can be tricky and can backfire like Netflix found out.
I usually get back couple hundred dollars a year from 2% Costco Executive rebate. This year the rebate was down to little less than $200 since I moved some of my grocery shopping to TJ's and SuperTarget. I'm also buying more on the Internet. If I sign up for Amazon Prime, I'll likely move more shopping to Amazon to take advantage of the tax savings and to justify Prime cost.
If enough people downgrade or even worse cancel their Costco membership, this move could backfire like it did for Netflix. My loyalty to Costco wasn't because of the absolute savings. Costco certainly isn't the lowest price for majority of the items. Sam's Club is almost always cheaper than Costco on identical items and I know that since I had membership at both places for many years. Sam's also has better hours, cheaper membership, and is more pro small business than Costco. It's all about perception. I need to feel like I'm getting a good deal even though it might not be the best deal. Even though the math says I benefit from keeping my Executive membership, I might still cancel if I perceive less value. Yes, it doesn't make sense from numbers point of view to make a big deal over immaterial small dollar amount but emotions play a big role in shopping. People say $5 or $10 is nothing and they're correct. But is it worth to Costco to lose customer goodwill and favorable perception by trying to institute small membership fee increase that could backfire on them in this environment? Judging by the responses in this thread, Costco has nothing to worry.
