Trader Joe’s Strikes Gold With 360-Degree Brand Experience
In previous postings Brent’s shared his thoughts on scrounging Whole Foods on an empty belly. In this tale of frustrated hunger, Brent contends that there are opportunities the Yuppiefood superpower has missed—specifically, chances to ply its customers with even more debit-card-lubing samples and helping them make a buying decision when the pressure’s on (and the hunger’s rumbling). But today, I’m not here to give Whole Foods more publicity it doesn’t need. Today I’d like to shine a light on a lesser (but no less mighty!) healthy-food-world force and what it’s doing very, very right. In case there was any mystery, I’m talking about Trader Joe’s.
Trader Joe’s is one of the most remarkable instances of 360-degree branding I have ever seen. From the physical environs of TJ’s nationwide stores to the Fearless Flyer I receive each month in the mail, this store oozes personality. They’ve nailed down a persona, a voice, and a commitment to customer service that keeps its shoppers clamoring for even more—more that Trader Joe’s friendly staff is happy to provide. Plus, they’ve got daily free samples that are pretty bitchin’ (TJ’s banana bread = divine).
At first I thought the Trader Joe’s brand image wasn’t quite for everyone—their written communications are cheeky, spunky, and…well…maybe a little bit weird. The more I read, however, the more I warmed, and the more I realized that the beauty of the Trader Joe’s brand is that it appeals to everyman by pulling out that little bit of quirk that every man’s got hiding (or not hiding) inside him. As a way to illustrate this point, let’s discuss the periodical newsletter/comic book/advertisement TJ’s sends to its customers, the Fearless Flyer.
First off, I’ve really got to hand it to whoever pens the Fearless Flyer’s copy. Before it, never had I read a grocery store’s advertisement cover to cover, and I’d certainly never read one more than once. The Fearless Flyer, however, changed all of that. I now look forward to receiving it in the mail, not just to see what’s on sale, but to actually read the zany copy. The Flyer’s masterfully supported authorial voice makes me feel like I’m receiving actual mail from a silly, savvy friend who’s always finding delicious tasties, tipping me off to where I can get them at the best value, and teaching me how to pair them with other delicacies. Because the Fearless Flyer’s earned my enthusiasm and trust by talking to me like a friend, I’m far more likely to get in the car and make a trip to try the latest superstar product for myself. Take, for example, this advertisement for cheese, nabbed directly from the latest issue of the Connecticut edition of the Fearless Flyer:
All right, let’s pause. This is an advertisement. This is an advertisement for cheese. This is an advertisement for cheese in which said cheese is likened to the star of a Western or detective series. What? So it’s a little weird, but don’t you kinda like it? Doesn’t it sort of remind you of being a kid and imagining yourself (and perhaps also your dinner) into times, places, and scenes far more interesting than your dining room table? Well, for me it does, and I think that that’s exactly what it’s mean to do. This ad brings out the fun in grocery shopping (a decidedly un-fun activity) and connects with customers’ younger, more trusting, fanciful selves. A shoot AND a score.
Trader Joe’s delightful prose personality also carries over to their products. Nearly every TJ brand comestible comes with a whimsical, cheeky back story printed alongside nutritional information. Who doesn’t love a product with personality?
The Trader Joe’s personality also extends to the people robed in unfortunate Hawaiian shirts (probably the only godawful aspect of a Trader Joe’s experience), ringing you out at the register and stocking the store’s shelves. Have you ever asked a Trader Joe’s minion for help finding something? Not only is their staff unflaggingly friendly, energetic, knowledgeable and seemingly always industrious, but they’ll happily drop whatever they’re doing to help you find that obscure stevia tablet/organic lady prod/special kind of frekkeh you seek. It’s also more than likely that they’ll help you with a smile, ask you what you’re cooking with said product, and make some suggestions or share a personal anecdote (related or unrelated to your foodstuffs). I imagine that not only does Trader Joe’s have an amazingly thorough vetting process for their new hires, but training must be pretty serious and emphasize the importance of supporting a total brand experience. I enjoy a personal connection with someone in the West Hartford/Farmington Trader Joe’s virtually every time I go in—and not just because I think that one of the cashwrap boys is pretty cute.
The author's friendly neighborhood Trader Joe's
The Trader Joe’s brand has done something amazingly right: they’ve created a distinct brand personality and extended it to each and every current of customer experience, from written communications to smiley bag-boys. Check it out for stealthy cheese, witticisms, sweet deals on organic products and, in general, a really good time. I guarantee that like me and countless other satisfied customers, you’ll be going back for more.
Written by: Caitlin Schiller
Email the author: caitlins@fathom.net
C - I have to say that I am exceptionally fond of Trader Joe’s myself. I am always so surprised when I ask someone where something is in the store and they drop everything to escort me over to it. Every time.
For some reason I forget that they do this every time however and there’s a pause when I almost want to say, “where are you going?” And then I remember and feel like a total laggard for not staying in step with Trader Joe’s customer experience focus like a good, high expectation type customer should.
I love love love Trader Joe’s! I feel like their food is healthy and inexpensive, which is not the feeling I get from their competitors. The store is always beautiful, the people are friendly, the food is yummy - now if we could just get them to put one up in my hometown!
I am also a BIG fan of Aldi (for their prices), but they don’t have half the selection of Trader Joe’s and they rarely have both a regular and low fat version of their products.
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