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Concept store vs new concept It is customary and understandable for mall and retailmarketers to overstate the uniqueness or newness of a retailstore by giving it a sobriquet that stretches the normal meaning of words.
Costco (like other ‘treasure hunt’ retailers such as TJX, Aldi and Trader Joe’s) are a marketer’s graveyard because their business models don’t allow them the luxury of a big marketing budget to promote products or cover up deficiencies. Indeed, their business models repose partly on not marketing at all.
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