Costco is one of the largest and most successful retailers in the world. The supermarket chain has more than eight hundred stores, three quarters of which are in the United States and Canada, and about 275,000 employees. You have to pay there first to be able to shop there. The cheapest membership in the US costs sixty dollars. Why are customers willing to do this? And why don’t they often come home with more than they planned? The Wall Street Journal on Costco’s secret.
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