The Costco Tommy Bahama Dominance
by Adam Zack — July 15, 2020
Have you been to the beach lately. Dumb question, most people haven’t been anywhere lately. Let me rephrase, have you been to the beach in the last few years? If you have, you would have noticed that about 70% of the beach chairs that beachgoers use are the Tommy Bahama Backpack Cooler chairs. And of those millions of Tommy Bahama chairs, 75%+ are purchased from Costco. So how and why did this happen? First let’s start with the product.
First, if you’ve ever lugged all your beach crap from the parking lot to your spot on the beach (especially if you have kids!) you will know how convenient it is to have a chair that you can carry on your back. Leaves the other hands free for the cooler and beach bag. Second, it’s a quality made, versatile product. With the cooler pocket, another pocket and arm pockets for your drink or keys or phone, it’s like the Swiss Army knife of beach chairs. Third, it’s a well-known, quality brand and it’s extremely affordable. At the current price of $27.99 at Costco (although some people, not to name names like my brother John Zack bought some online and paid something like $75) it’s a best buy. And then there’s the Tommy Bahama umbrellas. Someone very smart and savvy at Costco and Tommy Bahama teamed up and voila, dominance!
So do you have the opportunity to dominate anything? Is there a signature product that you sell that you can promote and leverage to dominate? Better go to the beach and think on that one.
Filed Under: Company Blog