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Industry: Email Alert RSS FeedWhat long tail?(News)(Ginnie Roeglin of Costco)
Advertising Age, August, 2006
Byline: mya frazier
Ginnie Roeglin couldn't care less about the so-called long tail.
As senior VP of e-commerce at Costco, she oversees a dot-com business that sells the fewest number of SKUs-just 3,500-among online retailers.
Wal-Mart.com's SKUs top 1 million. And there's the Amazon.com juggernaut with 10 million. Even Sears.com offers 150,000.
"We will never have hundreds of thousands of SKUs,'' said Ms. Roeglin. "We have the same discipline online as we do in the warehouse, and you cannot really be the best at what you are doing if you have too much to manage.''
It's a counterintuitive strategy and not the only one at Costco.com, which ranked 27th among online retailers in 2005 with sales of $534 million, up 42% over...
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