1/13/09
Jim Sinegal
Costco CEO
Dear Jim,
Happy New Year! I meant to send this before the holidays, based on some more wonderful experiences at my favorite Costco locations.
Always enjoy reading about you and your leadership at Costco. I was in Park Meadows Costco in Denver 2 weeks ago and felt compelled to write ANOTHER fan letter. Maybe I should preprint some postcards for each trip to tell you what delighted me on my latest trip.
I still tell folks how thrilled I was to get your email in response to a note I sent you a couple years ago. I so admire you and the company. I had the pleasure of saying hi in person sometime in 2007 when you were out here for a nearby grand opening.
On the Friday before Xmas, the store and parking lot were packed 10 minutes after opening. That makes me nervous, but you can certainly handle the crowds so very well.
Optical – Park Meadows
Alex
Outstanding service level and knowledge from Alex. He is the first person ever to educate me on sizing of eyeglass frames as I tried on a range from different ‘sections’ and accurately identified the right width for me. Guess what: each section is a different SIZE. And there is actually a small size # indicated on the stickers on the glasses. Guess what else: There is NO SIGN above the section telling me what size it is. Even a 2” square paper in the upper left corner of the display panel would not interfere with the overall requisite signage. Sure would help me shop in a more efficient manner if I could quickly identify what section I should be looking in.
Cheese roadshow –Park Meadows
After strolling thru the refr deli section, filling up on the usual Roquefort, brie, gourmet cheddars, camembert and gruyere in anticipation of holiday entertaining, I come upon a major gourmet cheese (and smoked salmon) roadshow. OMG! Amazing selection. Bummer it would only be 5 day window. I’ll surely be invited back to whoever’s home I bring this caramel-y cheddar, creamy French treat or cranberry goat cheese!
Rotisserie Chickens
We all know how popular your $4.99 Rotis chickens are. I love seeing 10 shoppers deep crowding the area while fresh chickens are being removed from the ovens and trayed up. On a recent trip to the Mountain View, CA location, we were more than 10 deep awaiting the hot birds. I was impressed with the speed of delivery – the trays were pre-layed out, and 2 staffers were adding the lids as the ‘chief’ placed them into the trays. The anticipation made me wonder if a tape of a drum roll or a sound effect of a rooster might be appropriate to signal that fresh hot roti chicken was now available for selection!
You get what you pay for
You are often criticized for paying more in wages from analysts and your response is usually around the fact that you wish to be a responsible citizen and pay a fair wage.
I think the analysts are missing the boat. The company who pays lower wages, on average, gets lower quality help. And that DOES make a difference to us shoppers/members.
The reason your per-store sales are 2X of Sams is because your customers are more passionate about your brand – and a big part of what makes the Costco brand superior is your people. Consistently helpful and friendly. Never do I hear ‘not my job’. Real hustle. They are engaged and proud. They are your brand and they represent you well. Sure the discovery hunt is amazing and the products divine, but if I have a question, I want to ask ONE person only and I want them to help me. I am always impressed with the staff quality at Costco. I cannot say this about most retailers. Sure, some good folks at your competition, but the average is lower. You get what you pay for. I choose Costco BECAUSE I can count on excellent store staffers throughout.
Kevin at #1027 Tire Center(Sheridan CO) was also very helpful on a recent trip. Always a pleasure!
Thanks again for all the wonderful shopping adventures!
Julie
Labels: costco, jim sinegal
