Los Angeles, California
Cindy wanted me to take her to Costco. She had seen the light. Costco isn't just a warehouse, it's a practice. You have to understand it. You have to apply what you've learned about it. And you have to do it over and over again.
My first Costco membership was a business one. When we needed it, we would go to our local Costco to buy paper towels, plastic cutlery, cleaning supplies and wine. Mostly these were for our business (including the wine with which we awarded customers after closing the sale). I can't remember, but I am assuming I always received the coupon books. And am just as sure that I paid absolutely no attention to them. It wasn't until I was with Joel and friends with Lynnette (both happened in close proximity of time) that I really got Costco. I suppose it started with buying gasoline, or perhaps it was the introduction of the Citibank Costco credit card which Lynnette insisted that I immediately acquire. Maybe it started when Joel was helping me sort through a huge stack of paper looking for my auto registration and he spotted an uncashed $80 rewards certificate. Possibly all those things came together to create the new me: Costco Shopper. Or, more accurately, Costco worker, because once you get the program, you learn to work Costco for the discounts and the rewards.
I am always amused by friends who tell me they 'can't' use Costco because there are only two of us. There is only one of me full-time in my household, and I use Costco a lot. I peruse the coupon book, stocking up on vitamins, batteries, paper goods, books, cleaning supplies, tequila and whiskey, and even the occasional article of clothing. I purchase all of my medical prescriptions there. And, I have had two HVAC systems installed through Costco as well as window treatments and carpeting. I have booked travel and bought TVs, landscaping trees, and patio umbrellas. And the list goes on and on. I buy little food there, nor do I buy gasoline (slightly lamentably, as the Citibank reward is up to 5% on gasoline), as I now drive an EV. And even without the food and gas, and without any house projects last year, I still got back a cool thousand bucks combined, between Executive membership and the Citibank Costco Rewards credit card. What is not to like about that?
So, Cindy asked me to take her to Costco, and much in the way Lynnette (and Joel) indoctrinated me to Costco shopping, I pitched her all the benefits of Costco membership. I also, by the way, hold a nice investment in Costco stock, so all the more reason. I'm not sure if I was as good at convincing her as Lynnette and Joel were at converting me. I was a moderately easy sell, as I had also gotten tired of them offering to buy stuff for me so that they could get the rewards! But I must say that my practice of shopping Costco is one of the smartest things I have done, along with listening to my father when he recommended purchasing stock in a brand-new, start-up business, Zebra Technologies. Now, some thirty years later, Costco (as well as Nordstrom and a host of other businesses) uses Zebra's UPC code reader at all of its warehouses. Score!!
Still not sure if I got through to Cindy, as truth be told, it takes commitment. It won't really work if you do it now and again, it has to be all the time. I learned the difference when I switched from the way we shopped for the business back then, to the shopping with intention that I do now. And I wait, excitedly, for the rewards certificates that come twice a year. The Citibank reward goes into my bank account through direct deposit. With the Costco reward, I always buy a bottle of Veuve Cliquot, and they give me the balance in cash. If I were smarter, I would just buy bananas and get more cash. But I think that my commitment to Costco and to propagation of that faith, deserves a champagne celebration. A toast to Costco and to the infinite wisdom of working it!