Susan Neal

Club Demonstration Services (CDS), the powerhouse partner behind retail giant Costco, provides product samples and demos in more than 800 Costco warehouses across 12 countries, with a strong focus on food. There’s just one problem: Demonstrations, food especially, appeal to in-person customers. The company aimed to branch out to new products, especially health, beauty, and home goods, to attract online shoppers. Entrepreneurship in Organizations Lab students Masa Kawahashi, SFMBA ’24 and Ayobami Aluko, SFMBA ’24 were tasked with sharpening CDS’s e-commerce strategy.