Unlike another retail stores, Trader Joe’s aims to provide an extraordinary shopping experience unable to be found anywhere else in the perspectives of the following key sources.
Store operations: The Stores are small in old strip malls in suburban locations. There are no self-out checkout lanes so the customers had opportunity to talk to employees.
Merchandising: It sold mostly private label goods at reasonable price by stocking fewer items, but more line-ups with dynamic mix compared to typical retail channels. Also, it doesn’t follow trends, but tried to sell new products that customers had not experienced previously.
Customers: Trader Joe’s had been targeting clearly and not doing one-way communication. Trader Joe’s really understands the characteristics of customers so it enjoyed a cult-like following. Many customers created Facebook fan pages, wrote cookbooks featuring meals prepared with the firm’s products, and waited in line for hours before a new store opens. The company has made consumers so loyal to it.
Marketing: Rather than offering any discount coupons, Trader Joe’s distributed a customer newsletter to provide information on certain products. Trader Joe’s doesn’t have its company-led social media strategy. Instead, the company finds a great deal of content generated by fans of the company. Therefore, credibility of customers has become very high because of such a fan base marketing.
