Shoppers at Costco's UK warehouses are voicing growing frustration over what they describe as a deliberately confusing store layout, accusing the retail giant of employing a 'sneaky tactic' to increase sales.
The 'Scavenger Hunt' Shopping Experience
The controversy ignited on social media platform Reddit, where a member vented about poorly labelled aisles. This sparked a wave of similar complaints, with many customers stating that finding a specific item often turns into a frustrating scavenger hunt, even for employees, because products are frequently moved.
One Reddit user suggested this was the entire point, stating: 'I think that's the point... people have to venture down aisles they usually wouldn't and find something additional to buy.' Another shopper agreed, comparing the experience to a casino layout where you lose your bearings and must traverse the entire store.
Many noted the stark contrast with predictable retailers like Target, where layouts remain consistent. However, for Costco, the disorientation is not an oversight but a core part of its business model.
A Deliberate Strategy from the Top
Costco's CEO, Ron Vachris, has openly confirmed the strategy. On a company earnings call in May 2024, he explained the goal is to create an exciting 'treasure hunt' that encourages impulse purchases. 'You've heard the phrase, people come in to spend $100 and walk out with $300,' Vachris said, crediting buyers and operators for making warehouses exciting.
This philosophy is long-standing. Former CEO Jim Sinegal told The Wall Street Journal in 2007 that Costco intentionally rotates items and allows them to sell out to create urgency. 'We try to create an attitude that, if you see it, you ought to buy it because chances are it ain't going to be there next time,' Sinegal explained.
The upside is that regular shoppers eventually learn the layout of the massive stores. Yet, the initial frustration is very real, and Costco has little incentive to change a tactic that demonstrably drives higher sales volumes.
Not the First Accusation of 'Sneaky Tactics'
This is not the first time Costco has faced criticism for its retail practices. Earlier this year, the membership-only retailer was accused of 'shrinkflation' after customers noticed a new cookie variety contained fewer items per pack while the price stayed the same or increased.
Last year, it also emerged that Costco had placed Halloween-themed products on shelves earlier than usual, a move seen by some as an attempt to extend the spending season. The company has also tweaked rules at its popular food courts, with staff now required to ask for a membership card for purchases at its outdoor outlets in America, closing a loophole for non-members.
While the 'treasure hunt' layout may infuriate some shoppers on a mission, Costco's leadership believes the element of surprise and discovery is key to its enduring success and formidable basket sizes.
