互聯(lián)網(wǎng)為消費(fèi)者選購(gòu)提供了極大的便利,，同時(shí)大大增加了實(shí)體零售店維護(hù)顧客忠誠(chéng)度的難度,，如今這已經(jīng)成為零售行業(yè)的準(zhǔn)則。然而,，作為一家擁有數(shù)百個(gè)會(huì)員店的企業(yè),，Costco卻成功地打破了這一準(zhǔn)則——電子商務(wù)對(duì)其零售業(yè)績(jī)的貢獻(xiàn)僅有3%。事實(shí)上,，正是在維持?jǐn)?shù)百萬(wàn)忠實(shí)顧客并且銷售業(yè)績(jī)節(jié)節(jié)攀升方面,，Costco將其他零售商遠(yuǎn)遠(yuǎn)地甩在了身后。

公司首席財(cái)務(wù)官理查德?賈蘭提表示,，Costco的目標(biāo)一直是提升銷售業(yè)績(jī),，并削減長(zhǎng)期成本（通過(guò)減少運(yùn)費(fèi)、商品以大件形式出售,、與供貨商議價(jià)以及簡(jiǎn)化包裝等）,，并藉此讓會(huì)員享受到實(shí)惠。賈蘭提說(shuō)：“我們的經(jīng)驗(yàn)法則是,，將省下來(lái)成本的80%-90%返還給消費(fèi)者,。”這些舉措得到了回報(bào),，2015年Costco會(huì)員人數(shù)創(chuàng)歷史新高,，達(dá)到了8,100萬(wàn)。

在忠實(shí)顧客的幫助下,，Costco進(jìn)入了《財(cái)富》雜志全球最受贊賞50家全明星公司名單,，排名第16位,，目前還在專業(yè)零售商門(mén)類中居于榜首位置。

It’s a retail axiom: The Internet has made it vastly easier for shoppers to hunt for the latest deal—and a lot more challenging for brick-and-mortar retailers to command loyalty. But Costco, which operates hundreds of members-only warehouses, has managed to defy the trend—with only 3% of its retail sales stemming from e-commerce. In fact, it outclasses other retailers when it comes to consistently increasing sales from its millions of faithful shoppers.

According to chief financial officer Richard Galanti, Costco’s goal has been to boost sales while cutting long-term costs (by trimming freight expenses, scaling its merchandise, negotiating prices with vendors, and reducing packaging) so that it can pass those savings along to members. “Our rule of thumb is to give 80% to 90% back to the customer,” Galanti says. Those efforts have paid off, with memberships reaching an all-time high of 81 million members in 2015.

Those dedicated shoppers have helped put Costco atNo. 16 on Fortune’s list of the World’s Most Admired Top 50 All-Stars, and it is currently ranked No. 1 among specialty retailers.

在過(guò)去的6年中,，Costco的同店銷售業(yè)績(jī)每年都在穩(wěn)步上升,，推動(dòng)公司營(yíng)業(yè)額從760億美元躍升至1,140億美元。

以下是Costco的三大制勝法寶,。

打造粉絲群體

Costco會(huì)員年費(fèi)為55美元,，其會(huì)員續(xù)簽率達(dá)到了驚人的91%——?jiǎng)?chuàng)歷史新高。分析師稱,，低廉的會(huì)費(fèi)以及忠誠(chéng)會(huì)員的定期光顧讓Costco從眾多倉(cāng)儲(chǔ)式和百貨零售商脫穎而出,。然而，倉(cāng)儲(chǔ)式和百貨零售商仍在苦苦地爭(zhēng)搶市場(chǎng)份額,。與此同時(shí),，行業(yè)競(jìng)爭(zhēng)格局也不斷變化，線下實(shí)體店與以亞馬遜為首的電商之間的競(jìng)爭(zhēng)越來(lái)越激烈,。

Baird Equity Research分析師皮特?本尼迪克特解釋說(shuō)：“Costco穩(wěn)步提升客流量的能力是關(guān)鍵的制勝因素,。”

最低薪資標(biāo)準(zhǔn)引領(lǐng)者

在漲薪方面,，沃爾瑪和塔吉特才剛剛起步,，而Costco多年來(lái)一直是行業(yè)的領(lǐng)頭羊。在Costco,，員工時(shí)薪是11.5美元起,，平均時(shí)薪是22美元，在行業(yè)中可謂是無(wú)出其右,。公司首席執(zhí)行官克雷格?杰林內(nèi)克表示,，從長(zhǎng)期來(lái)看，降低人員流動(dòng)率并充分發(fā)揮員工的生產(chǎn)力更有利于提升盈利水平,。

放棄美國(guó)運(yùn)通,，轉(zhuǎn)投Visa

2016年初，Costco的信用卡業(yè)務(wù)將與Visa合作,，也為公司與美國(guó)運(yùn)通之間的長(zhǎng)期合作關(guān)系畫(huà)上句號(hào),。盡管Costco對(duì)此事閉口不言，但分析師們表示,，這一變化將降低Costco和持卡用戶的成本,，也是公司幫助顧客省錢(qián)的另一種方式。雖然這一變動(dòng)不大可能對(duì)會(huì)員造成巨大影響,，但Telsey Advisory Group預(yù)計(jì),，Costco可能會(huì)在2016年底或2017年上調(diào)會(huì)員費(fèi)。（財(cái)富中文網(wǎng)）

譯者：馮豐

審校：夏林

For the past six consecutive years, same-store sales have steadily increased, helping revenues leap from $76 billion to $114 billion.

Below, three ways Costco has kept its edge.

Building a Fan Base

Renewals of Costco’s $55 annual memberships stand at an impressive 91%—a record high. According to analysts, the low price of memberships and a steady return of loyal members is what sets it apart from big-box and department store retailers, which continue to fight for market-share gains in a changing landscape of increased competition from online retailers, led by Amazon.

“Costco’s ability to consistently drive increases in traffic is a key differentiator,” explains Baird Equity Research analyst Peter Benedict.

Minimum-Wage Trendsetter

While Walmart and Target only recently began increasing wages, Costco has been an industry leader for years. With starting hourly pay at about $11.50 and a company average of $22 per hour, Costco’s compensation trounces the competition. CEO Craig Jelinek says it can be more profitable in the long run by keeping turnover low and capitalizing on employee productivity.

Ditching American Express for Visa

In early 2016, Costco will hand over its credit card program to Visa V 1.00% , ending a long-running relationship with American Express. Though the company is pretty tight-lipped about the decision, analysts say the change will result in lower costs for Costco and its cardholders— another way the company is helping customers save money. The change isn’t expected to make a huge impact on memberships, but Telsey Advisory Group predicts a membership fee hike could occur in late 2016 or in 2017.