The Motley Fool's own Brendan Byrnes recently sat down with Jim Sinegal, co-founder and former CEO of Costco (NASDAQ: COST ) for an exclusive interview, revealing that the company's famed "treasure hunt" shopping experience is what makes you want to brag about being a member to your friends.
Fool contributor Steve Heller believes that the treasure-hunting aspect of Costco's shopping experience remains a large driver of the company's marketing efforts, largely because the company doesn't have a big marketing budget in the conventional sense of the term. In the following video, Steve highlights the treasure hunt in detail and discusses why it remains such an important aspect of Costco's business.
The retail space is in the midst of the biggest paradigm shift since mail order took off at the turn of last century. Only the most forward-looking and capable companies will survive, and they'll handsomely reward investors who understand the landscape. You can read about the 3 Companies Ready to Rule Retail in The Motley Fool's special report. Uncovering these top picks is free today; just click here to read more.