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RSSWhich is why I love Costco, the wholesale warehouse club. I can get good deals on a huge variety of necessities and luxuries. I feel like Costco is on my side -- doing deals with manufacturers of good products to benefit me. Importantly, Costco doesn't aggressively market to me in irrelevant ways. In fact, Costco is there when I want it, and otherwise out of my face. At the risk of appearing like a pathetic suburban dad, that is why Costco has become a weekly ritual and a part of my life. I even browse the member magazine regularly. It's people like me that helped drive Costco's sales up 5% in October 2009 versus last year -- amidst challenging economic conditions.
But there's another side to this story: Costco attempts to be relevant through all life stages. After stocking up last Sunday on baby wipes, diapers, Brita filters, organic milk and cleaning supplies, I stumbled into the club's new casket display, positioned next to the window-shade and tire displays. (I also discovered you can purchase caskets direct from Costco.com.)
At first, I laughed. Yet it underscored an important idea: organized buying groups (like Costco members) will continue to advance commodification in ways we never thought possible. On one hand, I like the access, choice and discount value. However, there is something perverse about such extreme product expansion -- in this case, from cradle to casket. What does that say about life and consumerism? I'm not sure, but it's concerning. Businesses want to grow, and a discount value proposition can extend to a lot of things. But to very personal objects of mourning -- featured at the end of the checkout aisle? How much business expansion is too much expansion?
What do you think?
For the record, I don't intend to be buried in a casket. I prefer cremation. I'm sure Costco will offer that soon, as well.
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I agree with the folks who've posted here about the horrendous overpricing of caskets...its crazy and almost cruel what people go through burying a loved one. But perhaps Costco could find another avenue to advertise these wares than in-store? Direct mail? In their magazine?
S.I.P. (Shop in Peace) Alison
The downside is that your loved ones would be put in the unfortunate position of having to buy a new coffee table during their moments of deepest grieving.
If Costco is going to get into social engineering (ie. telling people what emotions they should ignore in terms of product decision-making), there are many other items they could start selling, which fit their "size-centric" brand.
I do not see this as consumerism from cradle to grave. This is filling a gap in the current marketplace for the inevitable.
It's a good idea for them to help out costco members with savings on these sorts of things, they already sell just about everything else.
CostCo not only does a great job hitting you in all of your life stages, but they focus their line on so many products that tend to be emotionally relevant to us as consumers. We know that we all need a toothbrush, but emotionally, those electric ones look so much cooler on display than they do in the dentist's office thanks to the savings. So does the wine, the meat, the seafood, the clothes, the spices -- the things we dont always need to buy in such volume, yet we do.