Any company that can claim brand success with no advertising must be doing something right. That's just what Trader Joe's Grocery Chain has done with nothing much more than its "Fearless Flyer" newsletter (sort of like the Whole Earth Catalog but for TJ's organic and healthy food products). The descriptive product info in the newsletter and on store displays give you a real taste of the place; including its quirky humor.
Customers Are the Brand, Employees Are Too
A simple Facebook search yields 1200 results for Trader Joe's. The Trader Joe's Fan page of 250,000+ fans isn't in the hands of the company itself, but in those of its customers. Facebook pages "like"-ing TJ's are as evocative as 'Addicted to Trader Joes Sublime Ice Cream Sandwiches' to titles such as Trader Joe's "Bring Back your pierogies!" [imported from Italy frozen pizzas are a personal favorite]
Every staff member knows every product in the store (and knows why it might not be on the shelf or when it is expected back) and as the September 6th Trader Joe's cover story in Fortune Magazine depicts 'they'll personally walk you over there rather than tell you which aisle you'll find the item', fostering a great 'customer experience' as well as 'charm'.
Smart Moves
With their tropical theme, Trader Joe's stores are colorful and fun. The handwritten product descriptions and eager-to-be-helpful staff insure direct customer engagement. They're incentivized: their employees earn industry topping salaries.
Without couponing or "slotting" fees [what suppliers pay to a retailer for better shelf space] Trader Joe's can eliminate huge administrative costs of typical grocers, and they pass those on directly to customers instilling loyalty and transparency. TJ's customers know that fewer choices enable you to buy at low cost; that and the no-frills décor allow you to make your purchases faster.
Trader Joe's retailers are constantly offering samples; quoting from their website: they're 'believers in you have to try something to find out if you like it.' Favorite items lists are passed on from long time shoppers to the newly-minted variety.
The Customer Advocate
The Trader Joe's customer is hooked on "TJ Culture," according to the New York Times' Julie Moskin (when she was covering the opening of New York city's first Trader Joe's in 2006), 'TJ Culture dips into the health-food movement; the gourmet food, wine, etc.' but 'all in moderation....'
If you don't have a Trader Joe's in your region, you can publicly pine for one. No less than 4336 people on Facebook like "Bring TJ's to Asheville", for example. You can also cast your ballot for a new store location on the website and they'll tally up as they plan the strategic road map for future stores.
Getting Local, Being Real:
Trader Joe's avails itself to local radio spots, but there are no trained actors delivering a corny message. There is no theme music - no loud attention getting devices - just the "real Trader Joe's crew members telling real stories about Trader Joe's products" with honestly and authenticity.
Each Trader Joe's store has its own donations coordinator. TJ's vows to support a broad spectrum of community groups, and according to the Donation Guidelines from their website: "each request is considered." By getting involved in the community, they strive to become better neighbors.
A Trader Joe's, in Silverlake, CA, for example, introduced the "The Budding Artist Series." The Silverlake TJ's Crew welcomes local schools to submit student art work to display on their walls for the entire community to enjoy for an entire month. Benefits to the winners include healthy TJ's snacks. The program has expanded to other Trader Joe's as well.
The Winning Combination: Great Products + You
Customers and employees alike wax poetic about what they like about Trader Joe's (or in my case miss about it, since there's no TJ's near me at present). My personal faves: Trader Joe's dried pomegranate seeds, TJ's sun dried tomato pesto, Trader Joe's mango juice, their red pepper tomato soup, and their moisturizing face lotion SPF 15. Trader Joe's: I'm sure you're listening as I join my fellow fans..