Publication: Costco Wholesale. Introducción del modelo de negocio en España. La membresía para conectar con el consumidor
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2021-06-02
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Abstract
La membresía es el proceso por el cual un cliente pasa a formar parte de una empresa, tomando una relación de fidelidad y disfrutando de una serie de privilegios. En nuestro país se encuentra en un período de efervescencia, en el que comienza a ganar cada vez más afiliados. Por eso, la cadena de almacenes americana Costco Wholesale es pionera en nuestras fronteras, ofreciendo a sus socios una nueva experiencia de compra con el pago de una cuota anual. Este trabajo analiza cómo Costco Wholesale está cambiando el sector del retail en España con la incorporación de la membresía.
Los principales objetivos de este trabajo son dar a conocer cómo funciona e incide este modelo de negocio en los usuarios españoles y cómo los clientes pasan a ser socios de Costco Wholesale, formando parte de la empresa. Para ello, realizamos una revisión del significado de la membresía aplicado a Costco Wholesale, además de investigar la evolución del retailer americano en España, visitando una de sus tiendas y entrevistando a diferentes perfiles dentro de la empresa. El resultado es una información detallada, exhaustiva y profunda del secreto del éxito de Costco Wholesale entre trabajadores y socios.
Membership is the process by which a client becomes part of a company, entering into a relationship of loyalty and enjoying a series of privileges. In our country it is in a period of effervescence, in which it begins to gain more and more affiliates. For this reason, the American chain warehouse Costco Wholesale is a pioneer in our borders, offering its members a new shopping experience with the payment of an annual fee. This paper analyzes how Costco Wholesale is changing the retail sector in Spain with the incorporation of membership. The main objectives to be pursued are to find out how this business model works and affects to Spanish users and how customers become Costco Wholesale members by becoming part of the company. To do this, we conducted a review of the meaning of membership applied to Costco Wholesale, in addition to investigating the evolution of the American retailer in Spain, visiting one of its stores and interviewing different profiles within the company. The result is detailed, exhaustive and in-depth information on the secret of Costco Wholesale’s success among employees and partners.
Membership is the process by which a client becomes part of a company, entering into a relationship of loyalty and enjoying a series of privileges. In our country it is in a period of effervescence, in which it begins to gain more and more affiliates. For this reason, the American chain warehouse Costco Wholesale is a pioneer in our borders, offering its members a new shopping experience with the payment of an annual fee. This paper analyzes how Costco Wholesale is changing the retail sector in Spain with the incorporation of membership. The main objectives to be pursued are to find out how this business model works and affects to Spanish users and how customers become Costco Wholesale members by becoming part of the company. To do this, we conducted a review of the meaning of membership applied to Costco Wholesale, in addition to investigating the evolution of the American retailer in Spain, visiting one of its stores and interviewing different profiles within the company. The result is detailed, exhaustive and in-depth information on the secret of Costco Wholesale’s success among employees and partners.