Julie Averbach, a Yale art history graduate, has spent the last four years visiting over 150 Trader Joe’s locations in 20 states to research her upcoming book, “The Art of Trader Joe’s.” She found that each store is unique and reflects the local community through personalized artwork, tapping into a sense of local pride and identity. Averbach believes this uniqueness is something that sets Trader Joe’s apart from other grocery retailers and contributes to its loyal following.
One of the key factors that have helped Trader Joe’s build its fan base is its embrace of private label products. More than 80% of the products the chain sells are private label, and they are front and center in unique, eye-catching packaging. Averbach notes that at Trader Joe’s, private label products are seen as affordable luxuries rather than inferior alternatives to name brands. Products like Dark Chocolate Peanut Butter Cups, Peanut Butter Filled Pretzel Nuggets, and Unexpected Cheddar are some of the best-sellers at the store.
Trader Joe’s turns the shopping experience itself into an enjoyable and engaging one. Each store is designed to create a joyful environment for customers, featuring fresh flowers near the entrance, upbeat music, vibrant artwork, and sampling counters to try products. By creating a visually appealing and eclectic atmosphere, the retailer encourages shoppers to explore and discover new items they may not have originally planned on purchasing. This strategy helps to make shopping at Trader Joe’s a fun and exciting experience.
The exciting packaging and branding at Trader Joe’s can turn a regular item into something special. Products like Astounding Multi-Flavor Joe Joe’s chocolate cookies are marketed in unique packaging designed to make them stand out and feel like novelty items. Trader Joe’s is skilled at making its products feel giftable and enticing to customers. Additionally, the store’s emphasis on exotic flavors and global products in its packaging helps satisfy a desire for international exploration without having to leave home, making the entire store feel like an international aisle.
By creating an environment that encourages exploration and discovery, Trader Joe’s helps customers slow down and enjoy the shopping experience. Averbach notes that the store’s design choices, such as vibrant artwork, eye-catching products, and sampling counters, contribute to creating a joyful experience for shoppers. This approach not only helps customers find and purchase items they enjoy but also increases the likelihood of them trying new products and expanding their shopping lists.
Overall, the combination of unique branding, private label products, and engaging store design has contributed to Trader Joe’s success in building a loyal following. By focusing on creating a joyful and exciting shopping experience for customers, the retailer encourages exploration, discovery, and a sense of fun in its stores. Averbach’s research sheds light on the strategies that have helped make Trader Joe’s a beloved and distinctive grocery destination for many consumers.
