Costco's infinite return policy reveals their shocking customer demographic secret

“Well, that is the most amazing encapsulation of their demographic.”

Fine wines are defined as 20 to $300 bottles.

Like, what? Costco is the but they're just the largest seller of things. Well, that is the most amazing encapsulation of their demographic. Yes. It's wealthy people who like value. A deal. Yes. Exactly.

Do you know their refund policy?

No questions asked. Right?

No questions asked. How long do you think it lasts?

Infinite.

Infinite. There is an exception on things like electronics. Those are ninety days, but that's

About this clip

The hosts explore how Costco's definition of "fine wines" ($20-300 bottles) and their famous no-questions-asked infinite return policy perfectly encapsulates their core customer base. They argue this reveals Costco's genius in targeting wealthy people who still love getting a good deal.

Why this clip

This moment crystallizes a counterintuitive insight about Costco's customer base through two specific examples that reveal their strategic positioning.

2:49:49 - 2:50:2233smarket insight

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