The purpose of this paper was to find out if Costco's “treasure hunt” strategy was effectively attracting customers and increasing spending per visit. It was an exploratory research to provide insights in the perceptions of Costco customers in reference to new, seasonal, and premium products...

Customer knowledge can be a critical source of competitive advantage in retail business. In this theoretical paper, three sources of customer knowledge are identified in the retail environment, namely customer transactions, customer interactions and customer communities of practice. Lessons for...