--- author: Adam's Axiom date: '2026-10-26' guest: '' layout: post.njk source: https://www.youtube.com/watch?v=CtBEpLLSquI speaker: Adam's Axiom tags: - retail-strategy - pricing-psychology - consumer-behavior title: Costco促使顾客增加消费的十种策略 summary: 文章梳理了Costco促使顾客增加消费的十种策略，包括1.5美元热狗、免费试吃、4.99美元烤鸡、寻宝式货品轮换、会员卡、廉价汽油、隐藏导视牌、巨型购物车、大包装规格以及2%返现的高级会员机制，分析了低价诱饵与购物环境设计对消费者决策的影响。 insight: '' draft: true series: '' category: business-entrepreneurship area: finance-wealth project: [] people: - Jim Sinegal companies_orgs: - Costco products_models: [] media_books: [] status: evergreen --- 以下是十个可能将一次廉价购物变成昂贵花费的 Costco 策略。
Original English Here are ten Costco tricks that can turn a cheap shopping trip into an expensive one.
### 1. 1.5 美元的热狗 第一：**1.5 美元的热狗**。热狗加苏打水只要 1.5 美元，自八十年代中期以来一直保持这个价格。这让 Costco 给人一种平价商店的感觉。
Original English Number one: the dollar-fifty hot dog. A hot dog and soda for a dollar fifty, at the same price since the mid-eighties. It makes Costco feel like the cheap store.
但廉价的午餐就意味着廉价的电视吗？设想一台电视在 Costco 售价 300 美元，而另一家店同款售价 270 美元。如果你坚信 Costco 的价格最划算，可能不比价就直接买了。你多花了 30 美元，心里却还觉得捡了便宜。
Original English But does a cheap lunch mean a cheap television? Imagine a TV costs three hundred dollars at Costco, while another store sells the same one for two hundred and seventy. If you trust Costco to have the best price, you might buy it without checking. You've spent thirty dollars more while feeling like you got a bargain.
这就是玄机所在：一个显而易见的特惠，能让你信任那些你根本没比对过的价格。午餐省下的钱是真的，你只是想当然地认为其他东西也是如此。
Original English That's the trick: one obvious bargain can make you trust prices you haven't compared. The saving on lunch is real. You're simply assuming the same is true of everything else.
### 2. 免费试吃 第二：**免费试吃**。有人递给你一小块披萨，味道不错。现在他们朝桌旁堆叠的整盒披萨点头示意。就在一分钟前，你根本没打算买披萨；而现在，你已经在考虑要不要带一盒回家了。
Original English Number two: the free sample. Someone hands you a bite of pizza. It's good. Now they nod at the stack of boxes beside the table. A minute ago, you weren't shopping for pizza. Now you're deciding whether to take one home.
刚才发生了什么？那一口试吃消除了尝试的风险，因为你已经知道自己喜欢它了。面前还有一个人正对你微笑，等待着你的反应。直接走开会显得有点没礼貌，就像拒绝回报别人的好意一样。
Original English What just happened? That bite removed the risk. You already know you like it. And there's a person smiling at you, waiting for your reaction. Walking away feels a little rude, like refusing to return a favor.
而且这确实管用。在 2014 年的一份报告中，一家试吃服务公司指出，在全美各大零售商中，试吃使冷冻披萨的销量猛增了 600%，啤酒试吃则拉动了 71% 的啤酒销售额。只要一口，整盒商品就能卖出去。
Original English And it works. In a twenty fourteen report, a sampling company reported that, across national retailers, frozen pizza sales jumped six hundred percent with sampling. Beer sampling lifted beer sales by seventy-one percent. One mouthful, and the box sells itself.
试吃只回答了一个问题：你喜不喜欢尝一口披萨？它从没问过你愿不愿在自家的冰箱里塞进价值 12 美元的披萨。
Original English The sample answered one question: do you like a bite of pizza? It never asked whether you wanted twelve dollars of it in your freezer.
### 3. 4.99 美元的烤鸡 第三：**4.99 美元的烤鸡**。为什么整栋建筑里最便宜的一顿晚饭通常在最里面？你需要解决晚餐，而 Costco 有不到 5 美元的整只熟烤鸡。
Original English Number three: the four-ninety-nine chicken. Why is the cheapest dinner in the building usually at the very back? You need dinner, and Costco has a whole cooked chicken for under five dollars.
为了拿到它，你得穿过电视区、珠宝区和大罐酱料区。你在一个陈列堆头前停下脚步，接着又看了一个。在你还没走到放烤鸡的地方之前，购物车就已经快装满了。烤鸡把你引进了门，而这段走道把其他待购商品硬塞进了你的视线。
Original English To get it, you walk past the televisions, the jewelry and the giant jars of sauce. You stop at one display. Then another. Your cart is filling up before you've even reached dinner. The chicken gets you in. The walk puts other purchases in your path.
2014 年，Costco 首席财务官表示，公司甘愿每年放弃三到四千万美元的潜在烤鸡利润，只为将价格维持在 4.99 美元。2018 年，Costco 售出了 9100 万只烤鸡，并斥资 4.5 亿美元在内布拉斯加州建起自己的家禽养殖加工基地以稳住价格。这足以说明吸引你穿过整个卖场有多么巨大的价值。
Original English In twenty fourteen, Costco's finance chief said the company was willing to give up thirty to forty million dollars a year in potential profit on the chickens to keep that price at four ninety-nine. It sold ninety-one million of them in twenty eighteen, and built its own four-hundred-fifty-million-dollar poultry complex in Nebraska to help hold the price. That tells you how much getting you through the store is worth.
因此，如果买晚饭是你的全部目标，那就把它当成单一任务来对待：直奔烤鸡，然后直接去收银台结账。
Original English So if dinner is the whole mission, treat it like one. Straight to the chicken, straight to the checkout.
### 4. 寻宝式体验 第四：**寻宝游戏**。你发现了一件非常喜欢的夹克，你本可以先考虑一下，下周再来买。然而你对这个地方已经有了经验：上周的陈列现在已经没了，取而代之的是完全不同的东西。
Original English Number four: the treasure hunt. You find a jacket you really like. You could think about it and come back next week. Except you've learned something about this place. Last week's display is already gone, and something completely different has taken its place.
这时犹豫等待就显得很冒险。你脑中的问题悄悄从“我想不想要这件夹克？”变成了“它还会留在这儿吗？”
Original English Now waiting feels risky. The question quietly changes from "do I want this jacket?" to "will it still be here?"
这是特意设计的。2013 年，联合创始人吉姆·辛内加尔（Jim Sinegal）曾表示，在大约 4000 种商品中，大约有 1000 种在持续轮换。用他的原话来说，目的就是“在顾客心中营造一种紧迫感”。
Original English That's deliberate. In twenty thirteen, co-founder Jim Sinegal said that out of roughly four thousand items, about a thousand were constantly changing. His aim, in his words, was to "create an urgency in the customer."
这里不需要闪烁的倒计时，货架本身就已经向你灌输了“手慢无”的规矩。仓储卖场从不用说“限时供应”，上个月放皮划艇的空位已经替他们说明了一切。这件夹克并没有变得更有用，它只是变得更难让人推迟购买了。试想它下个月依然摆在那里，还是同样的价格，你还会觉得紧迫吗？
Original English No flashing countdown needed. The shelves have already taught you that things disappear. The warehouse never has to say limited time. The empty spot where last month's kayaks stood says it for them. The jacket hasn't become more useful. It's just become harder to put off. Picture it still sitting there next month, at the same price. Still urgent?
### 5. 会员卡机制 第五：**会员卡**。这是一件绝大多数购物者从未深想过的事情：在扣除进货成本后，Costco 每 1 美元的销售额中大约只剩 11 美分用于其他各项开销和利润。会员费是其另一项重大收入来源。
Original English Number five: the membership card. Here's something most shoppers never think about. After paying for merchandise, Costco has roughly eleven cents of each sales dollar left for other costs and profit. Membership fees are another big source of income.
在 2025 年，会员费收入约为 53 亿美元，大约相当于其营业利润的一半。那么，这张卡对你产生了什么影响呢？
Original English In twenty twenty-five, membership fees brought in about five point three billion dollars, an amount equal to roughly half its operating profit. So what does the card do to you?
你已经掏了 65 美元。本周或许另一家超市离你更近，但既然已经为这里的会员付了钱，你就会觉得不如多来这里买以捞回本钱。大多数人也一直在续费：在美国和加拿大，超过 92% 的会员都会选择续卡。在这里买的杂货促成了下一年的续订。
Original English You've paid sixty-five dollars. Another store might be closer this week, but you've already paid for this one. You may as well get your money's worth. And most people keep paying. More than ninety-two percent of members in the US and Canada renew. The groceries help sell you next year's card.
这就是陷阱所在。额外多买一盒东西并不会退还任何会员费，它只会给账单多添一笔钱。不管怎样，那 65 美元都已经花出去了，它根本不在乎你买了多少东西。
Original English That's the trap. Buying an extra box doesn't refund any of the fee. It just adds a box to the bill. The sixty-five dollars is gone either way, and it doesn't care how much you buy.
### 6. 廉价汽油 第六：**便宜的汽油**。假设 Costco 的油价每加仑便宜 20 美分，加 15 加仑就能省下 3 美元。加完油后，卖场就在眼前，你可能会想顺道进去买提厨房纸巾。一次加油就这样演变成了一场购物采购。
Original English Number six: the cheap gas. Say Costco's gas is twenty cents a gallon cheaper. On fifteen gallons, you save three dollars. You finish filling up, and there's the warehouse, right there. You could grab the paper towels while you're here. That's how a fuel stop becomes a shopping trip.
找纸巾的路上，你会路过零食、袜子和一个看起来很不错的烤炉。离开时，你在省下 3 美元的同时多了一张 60 美元的购物小票。
Original English The paper towels lead you past the snacks, the socks and a very nice grill. You leave with a sixty-dollar receipt attached to a three-dollar saving.
Costco 倚仗的就是这一点。2021 年，其首席财务官表示，来加油的人中有一半以上会接着进店购物。汽油销售额约占 Costco 销售总额的十分之一，年报中也坦率地承认它为仓储店带来了客流。那 3 美元是实实在在省下来的，而且已经在你兜里了，你大可不必带着它进店去见识它会反噬你多少花费。
Original English Costco counts on this. In twenty twenty-one, its finance chief said that more than half the people who come for gas go on to shop inside. Gas is about a tenth of Costco's sales, and its annual report says plainly that it brings people into the warehouses. The three dollars is a real saving, and you already have it. You don't have to take it inside and find out what it costs you.
### 7. 消失的指示牌 第七：**缺失的标识**。为什么咖啡的位置总在变？你本来清楚它放在哪儿，毕竟已经在这里买过十几次了。可今天那个货架上摆了别的东西，而且没有任何标志告诉你咖啡移到了哪里。
Original English Number seven: the missing signs. Why does the coffee keep moving? You know where it lives. You've bought it here a dozen times. Except today that shelf holds something else, and there's no sign telling you where the coffee went.
于是你走完一条通道，又去走另一条。你注意到一个可以替换掉旧锅的新平底锅，还有一款没尝过的零食。在你找到咖啡之前，这两件东西就已经放进购物车了。即便这番寻找只花了五分钟，那也是在原本毫无计划逛的货架通道里多转了五分钟。
Original English So you walk one aisle, then another. You notice a pan you could replace and a snack you haven't tried. Both are in the cart before you find the coffee. Even if the search only takes five minutes, that's five minutes of aisles you never planned to see.
一位在 Costco 工作了 13 年的前员工表示，商品的调换是有意为之的。一位 Costco 仓储店的设计师曾把这种布局形容为赛道，其建造初衷就是为了把更多商品呈现在你眼前，而日常必需品则被放置在具有诱惑力的陈列堆头之后。迷路的顾客就是流连浏览的顾客。没有人对你展开推销，缺失的指示牌已经替他们完成了推销。
Original English A former employee who spent thirteen years at Costco said products are moved on purpose. A designer of Costco warehouses described the layout as a racetrack, built to put more merchandise in front of you, with everyday basics placed beyond the tempting displays. A lost shopper is a browsing shopper. Nobody gave you a sales pitch. The missing sign did it for them.
### 8. 巨型购物车 第八：**超大购物车**。把苹果、鸡蛋和几样零碎杂货放在手提篮里，感觉就是一次正经的采购；把同样的物品放进 Costco 的购物车里，看起来却像才刚刚开始。
Original English Number eight: the giant cart. Put apples, eggs and a few groceries in a basket, and it feels like a real shopping trip. Put the same things in a Costco cart, and it looks like you've barely started.
东西没有变，变的是周围的空间。有了那么充裕的地方，再添一盒东西看起来只是微不足道的增加，即便它的售价并不便宜。
Original English The groceries haven't changed. The space around them has. With all that room, another box looks like a small addition, even when the price isn't small at all.
手提篮会逼迫你做出取舍：你能拿得动吗？该往哪儿塞？巨型购物车则彻底消除了这个顾虑，它永远有空间再容纳一件商品。一包 48 卷装的卫生纸放在手提篮里是个大负担，但在大购物车里不过是个轻描淡写的乘客。
Original English And a basket forces a decision. Can you carry it? Where will it go? A giant cart removes the question. There's always room for one more thing. A forty-eight-roll pack of toilet paper is a project in a basket. In a giant cart, it's a passenger.
遗憾的是，多出来的空闲空间并不是商场赠送的信用额度。价值 100 美元的杂货就是 100 美元，无论它是塞满了手提篮，还是孤零零地晃荡在购物车的底部。
Original English Unfortunately, empty space isn't a store credit. A hundred dollars of groceries costs a hundred dollars, whether it fills a basket or rattles around the bottom of a cart.
### 9. 单一的大包装规格 第九：**单一的大号规格**。你需要买花生酱。假设一小罐卖 5 美元，而 12 美元的大包装容量是小罐的三倍。买三小罐要花 15 美元，这确实省下了 3 美元。
Original English Number nine: the one big size. You need peanut butter. Say a small jar is five dollars, and the big pack holds three times as much for twelve. Three small jars would be fifteen. That's a real three-dollar saving.
那么窍门在哪儿？Costco 只提供有限的品类选择，并且坚持只卖周转快的大规格。你确实拿到了更低的单位盎司均价，但前提是必须一口气买下很多盎司。
Original English So where's the trick? Costco carries a limited range and sticks to sizes that sell fast. You get a better price per ounce, but only by buying a lot more ounces.
然而收银台可不是按每盎司来收钱的，今天结账就是要付 12 美元。如果你原本只需要 5 美元的分量，这笔划算的买卖反而抬高了这次购物的账单。
Original English And the checkout doesn't charge per ounce. It charges twelve dollars today. If five dollars' worth was all you needed, the deal just raised this trip's bill.
省下的钱完全取决于你实际能消耗多少。如果那大包家庭装菠菜还没吃完就放坏了，你省下的一笔钱就变成了堆肥。放在食品柜深处变质受潮的大包装，在被扔进垃圾桶的那一刻并没有变成免费赠品。
Original English The saving depends on how much you actually use. If that family-size bag of spinach goes bad before you finish it, part of your bargain has become compost. The jar that goes stale at the back of the pantry doesn't become free when you throw it out.
### 10. 2% 返现奖励 第十：**2% 返现**。在结账时，工作人员向你推荐黑钻卡（Executive membership）：每年再加 65 美元，符合条件的消费可获得 2% 的返现。听起来像是花钱还能倒贴赚钱。
Original English Number ten: the two percent reward. At checkout, you're offered an Executive membership. Another sixty-five dollars a year, and two percent back on eligible purchases. Sounds like getting paid to shop.
但要想把这 65 美元赚回来，你得消费多少？在计入返现的合规消费上，一年需要花 3250 美元；加油和熟食广场的消费还不算在内。而每年的返现上限是 1250 美元，要想拿满这个上限，你必须在 Costco 花费 62500 美元。
Original English How much do you have to spend to get the sixty-five back? Three thousand two hundred and fifty dollars a year, on purchases that count. Gas and the food court don't. And the reward tops out at twelve hundred and fifty dollars a year. To earn all of it, you'd have to spend sixty-two thousand five hundred dollars at Costco.
如果你计划内的合规支出本身就能覆盖升级费用，那这项返现确实有用。问题在于，当为了赚取更多返现而变成多买东西的理由时，麻烦就来了。多消费 100 美元能拿回 2 美元，但还有 98 美元实打实地离开了你的钱包。
Original English If your planned eligible spending covers the upgrade fee, the reward is useful. The trouble starts when earning more reward becomes a reason to buy more. An extra hundred-dollar purchase brings back two dollars. Ninety-eight dollars still left your pocket.
更高的返现通常意味着更庞大的账单。在决定升级前，而不是在升级之后，好好核对去年的小票以及你究竟会用到哪些其他权益。
Original English A bigger reward usually means a bigger bill. Check last year's receipts and the other benefits you'll use before you upgrade, not after.
如果你想了解价格标签本身是如何改变人们对特惠的感知的，请观看《价格心理学：商家对你使用的所有伎俩》（Pricing Psychology: Every Trick Stores Use on You），就在这里。
Original English If you want to see how the price tag itself changes what feels like a bargain, watch Pricing Psychology: Every Trick Stores Use on You. It's right here.