CH. 15: Innovations: Adoption, Resistance, and Diffusion

As people mob this beloved grocer amid the coronavirus panic, Costco has taken various steps to protect shoppers in stores. It is no longer offering its much-loved samples, it is limiting the number of shoppers allowed in stores at any one time, and it has ramped up the sanitization of its stores. Costco is trying to protect its vulnerable customers, and now customers 60 and older can shop between 8 a.m. and 9 a.m. Tuesdays and Thursdays. Costco has had to change some of their ways in order to comply with the regulations made during the pandemic. This is part of their innovation to ensure consumers are shopping safely while still ensuring that they get what they need.

                                    

As this innovation takes place, consumers start to form some resistance. They do not wish to shop in Costco during such stressful times and give in to the innovations Costco is implementing. Consumers worry they may get exposed to the virus and will opt to shop at Costco during these times. However, Costco has assured its consumers that they are taking every precaution when it comes to one’s safety when shopping at any one of their warehouses. By adopting this new way of life, Costco continues to show that they truly care about their members.