ISSAQUAH, WA - Costco is rolling out new benefits for its executive-tier members, including exclusive early shopping hours across U.S. locations starting June 30. According to an internal email viewed by Business Insider, the change is part of an effort to reward Costco’s most loyal customers.

This move revives a perk that had been phased out in recent years, reflecting what the company called a renewed effort to reward loyalty. “Our Executive Members are our most loyal members, and we want to reward them for their commitment,” read an internal Costco email.

Alongside early shopping, Executive Members will now receive a $10 monthly Instacart credit and up to $150 in savings on services, adding even more value to the upgraded membership, which also includes 2% back on purchases. Though representing less than half of total membership, Executive Members contribute over 73% of the retailer’s overall sales, according to internal metrics.

This shift could not only lift member satisfaction but also ease congestion during peak hours and fuel continued growth in membership fee revenue.

Keep watching ANUK for how this evolving playbook could shape the broader retail landscape.