Costco in Sweden (International Series #10)

Back to Europe for the next post in the “International Series” (Costco in Canada (International Series #1)); (Costco in South Korea (International Series #2)); (Costco in Iceland (International Series #3)); (Costco in Australia (International Series #4)); (Costco in the United Kingdom (International Series #5)); (Costco in Japan (International Series #6)); (Costco in France (International Series #7)); (Costco in China (International Series #8)); (Costco in New Zealand (International Series #9))), for a visit to the lone Costco in Sweden.

This post discusses an article written about a visit to the Costco in Sweden shortly after it opened 

Findings from the Costco in Sweden

1. Very Busy

Apparently the store tends to be very busy. 

Given how busy Costco stores in the United States tend to be, it is not surprising that the Costco in Sweden would also be busy.

2. Unusual Shopping Experience

The author points out that the Costco shopping experience is unique for Swedish citizens. They are unfamiliar with the membership model, warehouse appearance, having the groceries packed for them, and showing the receipt before they leave. 

Warehouse shopping is certainly a unique experience. I remember being much younger and being dragged to one of the few warehouse stores, Price Club (I think my brother and I got candy so we’d be more patient!) However, now in the US, it is rare to find people who do not frequent Costco, BJs, and/or Sam’s Club. 

3. Many Items Cost More than at Other Stores

The article mentions that, although people like being able to buy large packages of items, at least 25% of the items sold are more expensive at Costco than at other stores. 

I don’t know about the prices in Sweden but Costco prices in the the US are not always the lowest either (Costco Questions).

4. Availability of Novel Products

The author writes that the main reason Swedish citizens join Costco is that it enables them to buy products not sold elsewhere in Sweden. She mentions that members tend to be bored of their typical cooking routines and are interested in American foods (e.g., pancake mix; rotisserie chicken) and brands. This boredom leads to willingness to pay the membership fee, drive farther distances, and wait in lines to shop at Costco. 

As an American, although I find many of the foods sold at Costco to be delicious, they do not seem exciting. Therefore, it is amusing to think about them being extremely special to others. In contrast, although I don’t eat most of them, I know others find many of the international products to be great finds at Costco. Therefore, I guess we tend to be interested in the unique items. Of course, the rotisserie chickens (Costco Questions); (How Costco Gets Members to Spend More); (An assortment of Costco facts (Part 1 of 2))) are mentioned.  I suppose it is similar to people wanting to eat the Swedish meatballs at IKEA.

5. Many Local Items

Although the author mentions the novel items, the article also discusses the availability of many local items at the Costco in Sweden. In fact, it mentions that many members complain that they would prefer more American items rather than so many local ones. 

Again, I don’t think of American products as unique. However, I know that when shopping at international grocery stores, it would be disappointing if there were too many American products that are sold in all supermarkets taking up space. 

6. Sense of Exclusivity 

The article emphasizes Costco’s ability to make members feel like they are part of a special group. Costco achieves this through the fee, the private label, and the wide selection of items. 

I had not thought so much about being part of a special group by shopping at Costco. However, not surprisingly, I do discuss the store often with family and friends. Furthermore, when I encounter someone who is not a member, I talk about them “missing out” and encourage them to join because “Costco is the best.”  Therefore, I guess I do feel like part of the group that knows how great Costco is. 

7. Fresh Products and Meals

The author points out the availability of fresh products–both packed goods and prepared meals.

While Costco stores in the United States certainly sell a lot of packaged goods (e.g., cereal; pasta), they also sells many fresh baked items, produce, fish, and prepared foods. Therefore, it is not surprising that Costco in Sweden would do the same.

8. See Staff Working Behind Glass Customers

The article mentions that the design of the store enables shoppers to see staff preparing food, which makes them feel they are buying items unique to Costco.

I have mixed feelings about being able to see food prepared. When I used to eat in restaurants, it was fun to see the chefs cooking. I also remember a few places in which they would prepare some of the food at the table. However, I never wanted to look too closely, in fear of what I might see. However, be able to see the preparation does add confidence in the freshness of the food. I don’t recall see much good prepared in my local Costco stores, with the exception of the bakery and a little bit of the butcher section. 

9. Appearance of a Store for Food Professionals 

The author points out that the large and efficient appearance of Costco creates the impression that it is for food business professionals. She says that this appearance adds to the experience of making members feel special, as it makes them feel more professional than shoppers at supermarkets.

I agree with this point to some extent. Being able to buy restaurant quality food seems “special” for some items. For example, knowing that the produce is high quality (What Food Experts Purchase at Costco) adds to my confidence in the items. In addition, despite the plain, warehouse appearance not being particularly aesthetically appealing, it does provide the sense of buying unique items that are sold with businesses in mind, which gives the indication that they are better than generally sold the the general public. 

What do you think about these observations about the Costco in Sweden? Have you been to this Costco?