The Trader Joe’s Craze
I have to say I was incredibly sceptical of Trader Joe’s when I first moved to the US 3 years ago. I didn't understand what the craze was, they don’t do delivery, they don’t have a loyalty program and they have crazy long checkout lines, I asked myself what could possibly lure anyone to shop here?
My skepticism ended on the day that I decided to do my first grocery shop there. From start to finish it was such a happy and fun experience, I was greeted by a happy attendant who didn’t seem to be faking it, the food selection was incredible and everything seemed like great quality and appealing on the eye. Another huge benefit to me was the large range of Kosher produce that could be found, this is not something I am accustomed to, being from outside the US.
When shopping at Trader Joe’s it doesn't feel as if you are shopping at a large commercialized store, it has that feeling of a family run, one of a kind grocery stores that should have never found its way into the concrete jungle. It’s nice to feel valued and this is exactly the feeling I get when I enter and stroll around the aisles of Trader Joe’s. In today’s Amazon-centric world, Trader Joe’s gives you those personal and intimate interactions that we as humans crave.
Something that should never be overlooked is the incredible prices at Trader Joe’s, maybe this is because I have become accustomed to Manhattan extorsion prices. Quality doesn’t have to come with a nasty price tag attached and this certainly is the ethos of Trader Joe’s, I always come out spending a lot, however never overspending.
I find it incredible how Trader Joe’s virtually do no paid advertising and let their customers do the talking, this inevitably saves them Millions if not Billions. Other business should take note that if they too can treat their customers right and offer them a unique experience then they too can be successful without spending copious amounts on marketing.
I do believe that in time Trader Joe’s will have to change how they do business, whether this includes an online-delivery service, especially when in person shopping is declining due to factors related to Covid-19 and declining retail sales in general. I could be wrong and would be happy to see their strategy continue to work, however to not only survive but thrive everyone must adapt and continue to evolve.
