Costco

Experience Conifer Research 2002 How to Find Buried Treasure Using Experience Maps

Experience Model To understand how customers browse, purchase and wonder through the Costco experience

Aware

Enter

Engage

Conifer Research 2002 How to Find Buried Treasure Using Experience Maps

Exit

Extend

Aware >

Attractors foster anticipation and set expectations.

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Realizing the need for a product –

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Checking for other needed items

Looking at website – – –

Deciding if Costco has the needed product

Making a quick “Costco List” –

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Conifer Research 2002 How to Find Buried Treasure Using Experience Maps

Viewing big ticket products/features Enquiring about a talked about /”big ticket” product Looking at/comparing product prices/services

Driving past the store –

Consulting the passengers about whether to stop pick up a few things

Enter >

Signposts guide you in and orient you to the experience.

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Parking car/truck/van – – – – –

Circling the lot/looking for space Driving around cars that are blocking traffic Waiting for a space Moving out of the way of traffic Unloading the family

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Grabbing food –

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Getting shopping cart –

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Realizing there is lots of space

Showing card – –

Conifer Research 2002 How to Find Buried Treasure Using Experience Maps

Filling appetite before shopping

Pulling card out of pocket/wallet/purse Using a friend/family member’s card possibly

Engage >

Ritual artifacts engage all senses and maintain connection.

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Orientating your start point – –

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Referencing a list Realizing a specific purchase objective

Eating food – –

Sampling food Eating food that was purchased at food court

Conifer Research 2002 How to Find Buried Treasure Using Experience Maps

Utilizing services – –

Looking for fresh cut flowers Ordering baked goods

Engage >

Ritual artifacts engage all senses and maintain connection.

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Browsing aisles – – –

Lifting products off shelf Looking at brands Looking at prices

Conifer Research 2002 How to Find Buried Treasure Using Experience Maps

Engage >

Ritual artifacts engage all senses and maintain connection.

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Choosing products – – –

Comparing products stats/facts with other products Discussing product options with other people Understanding brands and co-brands

Conifer Research 2002 How to Find Buried Treasure Using Experience Maps

Engage >

Ritual artifacts engage all senses and maintain connection.

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Choosing products – – –

Comparing products stats/facts with other products Discussing product options with other people Understanding brands and co-brands

Conifer Research 2002 How to Find Buried Treasure Using Experience Maps

Exit >

Signposts guide you to a new, transformed state.

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Locating shortest checkout line Waiting in check out line

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Checking out – – –

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Showing membership card Choosing payment options: cash, check, debit, AMEX Trying to simplify pay process with one ID Costco/AMEX card

Boxing purchases –

Conifer Research 2002 How to Find Buried Treasure Using Experience Maps

Reusing existing Kirkland boxes

Exit >

Signposts guide you to a new, transformed state.

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Utilizing services – –

Considering personal/home care services Inquiring about commercial/small business services

Conifer Research 2002 How to Find Buried Treasure Using Experience Maps

Extend >

Reminders keep you connected to the experience.

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Utilizing services –

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Eating –

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Thinking of additional auto services located out of store

Sitting down with family for an affordable bite to eat

Locating car/truck/van

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Waiting –

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Loading car/truck/van –

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Anticipating friend/family member will pick you up

Pulling car to the front of store

Unloading car/truck/van – –

Conifer Research 2002 How to Find Buried Treasure Using Experience Maps

Putting purchases away Breaking down boxes