Understanding the Playing Field

First, let’s talk about what makes this ballpark unique. Costco is a warehouse. It’s big, lighting is variable, and we don’t have store shelves. We need to design, produce and deliver our store shelves direct to Costco in the form of a Feature Pallet Dis- play. We need to design a series of stacking Trays, printed billboards of differential marketing and claims, that contain our Product and serve as the shipping vehicle.

Once unitized, this pallet leaves our dock and travels virtually untouched until it reaches the store. There are no stock keepers unboxing tidy master cases. Our Shelves, aka trays, are wheeled out onto the Costco floor where members directly shop from the Feature Pallet Display just as it was assembled at the co-packer.

This unique fact makes Costco the biggest packaging challenge in retail. A low-touch approach makes Costco efficient and drives down cost. Game on.

But, before we can even think about a home run, we must make it to first base. Costco’s supply chain is a unique, cross- dock system that places a great deal of strain on the structural integrity of your packaging. Each Costco DC is cleared empty each day. Inbound product moves from truck to staging to outbound truck with no time for mistakes. This is why each Feature Pallet Display is within mere inches of each other in size. Conforming to dimensions eases this busy and choreographed cross-dock. It’s all about staying in the game.

Design for the Floor

Since this playfield is unlike any other, how do we run our offense? We follow the 5 x 5 Rule playbook. Our packaging and display must communicate to a member what our product is and why they want it in 5 seconds from 5 feet away.

This sets the standard for effective packaging and how we quickly connect to our fans.

With Kirkland Signature dominating the floor, brands must execute flawless pallet displays that not only meet those stringent structural and logistical requirements but also stand out and communicate value instantly.

Now we’re on the field and shoppability is our gameplan. Just like a major league scout, the Costco member is on the hunt for the next great deal. Members know that care went into every curated item on the floor so there is already a sense of trust. There are fewer items per square foot than anywhere else in retail, store layouts are ever-changing, and no two warehouses are built alike. This all drives the “Treasure Hunt”. Make no mistake, this is Costco’s intent and secret.

Our defense? A three-side-shoppable pallet. Product needs to be accessible from three sides of our display so we can be shopped no matter where our pallet lands on the floor. Whether it’s an aisle, an endcap, or parked under the steel, we need to be ready to shine. That means easy access, clear product visibility, and no hidden players on the bench. If members can’t shop us from all angles, we’re leaving batters on base.

This is our highlight reel moment. Kirkland Signature has the reputation, so we must have style, energy, and most importantly: a story to tell. It’s important that we offer Costco a SKU that is unique to all others in retail: in form of bundle, size or formula. We need to present so our product is the hero, front and center, larger than life. We’re not stacking our players behind each other; we’re spreading out, showing off, standing tall and making sure every shopper can see exactly what they’re get- ting. Shelf (aka product in tray) presence is of the upmost importance. We need the member to see our product even before they see our logo.

Compete Where It Counts

In this game, nothing is more important than communicating member value. Remember Kirkland plays the price, value and quality game. Most private label brands are just “me too” made by the same national brand competitor but that is not typically what Costco does. Kirkland coffee sources their own beans and they own their own roastings plants. You cant beat Kirkland with flashy packaging or a superior product, you need a great price and a reason for the members to stop and turn their head. Draw them in.

This isn’t the brand game, it’s the differentiation game, the reason-you-can’t-say-no game. Our pallet is our billboard, our chance to shout from the rafters why our product belongs in that oversized cart.

Keep it bold, clear, and offer a unique story. Simple, high-impact visuals with callouts-that-matter draw the eye and demand attention. No fluff, no distractions.

“We need a value statement so strong it stops members in their tracks. That’s how we turn browsers into buyers. That’s a home run.”

While Kirkland relies on trust, we can win on emotional appeal and premium positioning. We need a value statement so strong it stops members in their tracks. That’s how we turn browsers into buyers. That’s a home run.

Finally, we finish strong with sustainability. This is our long game; the play that earns us respect and loyalty. Costco is serious about eco-friendly packaging, and we need to be too. Less waste, more recycled content, and a clear plan for the future. We’re not just here to sell a product, we’re here to make a statement. When members see our display, they know they’re choosing a brand that cares, a brand that’s built for the future. That’s how we leave a legacy on the field and on the floor.

So there it is. Our game plan. Our strategy for victory. We don’t just want a spot on the Costco floor, we want to dominate it. We want to stand tall, turn heads, and make Kirkland work for its wins. Costco is a treasure hunt, and when members find us, they’ll know they’ve hit a home run. Now get out there and play to win, swing for the fences, then hit the showers.

---

Michael Carrier

Michael Carrier is the Technical Sales Director at Berkley International, has over 20 years of experience in consumer-packaged goods, specializing in Costco and club-store packaging.