costco warehouse digital media strategy
TRANSCRIPT
COSTCO WAREHOUSEBy Caton Hacker
INSIGHT• Member-ship only warehouse club• Originally Price Club in 1976, Changed to Costco in 1983• 2014, 3rd Largest retailer in the United States• 2015, second largest in the world• Largest membership warehouse club chain in the United States• Goal is to provide members with quality goods at the lowest possible
price
3 GOALS
Target Market
Click icon to add picture
More social media involvement
Interact with the members more
SALES PER WAREHOUSE
TARGET MARKET • Start directing towards younger generation• Big college towns, target fraternity's and sorority's• Become more involved in social media to reach a broader target market• Focus on Organic in more healthy lifestyle areas
SOCIAL MEDIA INVOLVEMENT
TwitterPoorly maintainedNever tweeted anything18000 followers, can be doubled with proper maintenance
FacebookMaintained fairly wellEngaging with the membersPost regularly with members commenting on post1.3 million likes
Instagram156 post32000 followers Tries to engage with the public by using pictures taken within Costco
INTERACTING WITH MEMBERS
Facebook• Create pages for each warehouse• Include input on specific products• Post public events Costco is
sponsoring
Mobile App• Being able to save coupons • Incorporate other departments in
the app• Notifications if certain items go on
sale
TIMELINE
Facebook• 1 week for each warehouse to
make page• 1-3 week to invite member base• Continuously updating page
Mobile App• 1 month, SWAT analysis and focus
groups• 3 weeks for updating app• Continuously updating
DIGITAL MARKETING BUDGET
Each Warehouse• 674 warehouses• 1 warehouse= $40,000 a year for
a social media expert• Total $26,960,000
Corporate Level• $300,000 for regional oversea of
warehouses on social media• $150,000 for developers and
maintenance on mobile app• Total $450,000
Total spent= $27,410,000
WHAT'S NEXT• Every 3 months, conduct digital media analysis of each warehouse• After development of one social network doesn’t need as much updating,
switch to others.• Keep engaging with the members