Costco Magic! Can You "Recoup" More Than the Membership Fee? Three Strategies Costco Used to Enhance Member Value

To enhance value for its members, Costco has introduced several initiatives: 1) enhanced gasoline rebates with the partnership card (up to 5% at Costco gas stations), 2) early entry at 9 AM for Executive members, and 3) new benefits such as monthly credits usable for delivery (same-day delivery/app orders). On social media, these changes are welcomed with comments like "avoiding crowds is comfortable" and "membership fees pay for themselves." However, there are also complaints and confusion, such as "you can't enter if you unknowingly arrive at 9 AM" and "it's unfair." The aim seems to be to differentiate the membership system through the "experience" it offers.