What Happens After the Costco Sample

This past Sunday I was at Costco during prime sample time.

As I wandered through the store, checking off my shopping list, I couldn’t help but think about the countless ways customers interact with brands.

Many CPG brands have big ambitions to get into Costco (and succeed). I’m not sure how the store chooses which products to sample, but I saw plenty of folks tasting an item, then adding a full-size bag or box to their cart.

That moment can spark something big—a customer might fall in love with the product and become an advocate.

But here’s the challenge:

Does the brand even know this customer exists?

And how will that customer find out when the brand launches a new flavor or expands into another category?

While offline growth is, of course, powerful; getting to know your customers and building meaningful connections with them is key for long-term success.

The best brands understand these moments aren’t isolated. They build bridges across channels—inviting people into their lifestyle and community by offering value through content and experiences. They go beyond the product, creating a story that keeps customers coming back.