Julie Averbach has spent the last four years visiting over 150 Trader Joe’s locations in 20 states as research for her upcoming book, “The Art of Trader Joe’s.” She notes that each store is unique and personalized to reflect the local community, tapping into a sense of local pride and identity. Averbach found that each Trader Joe’s store offers a varied and enjoyable experience for customers, which has helped the supermarket chain build a loyal following.
One thing that sets Trader Joe’s apart is its extensive collection of private label products, with over 80% of its products being private label. These products are front and center in unique, eye-catching packaging that turns them into affordable luxuries rather than generic store brands. Examples of successful private label products include Dark Chocolate Peanut Butter Cups, Peanut Butter Filled Pretzel Nuggets, and Unexpected Cheddar. Averbach highlights the importance of packaging and design in transforming private label products into high-quality, attractive options for customers.
Trader Joe’s focuses on providing customers with an immersive and enjoyable shopping experience. Upon entering the store, shoppers are greeted with fresh flowers, upbeat music, eye-catching products on shelves, vibrant artwork, and sampling counters. By creating a vibrant and inviting environment, Trader Joe’s encourages customers to slow down and enjoy the shopping experience, increasing the likelihood of discovering and purchasing items that weren’t on their original shopping list. Averbach emphasizes that Trader Joe’s strives to make shopping a joyful and engaging experience for customers.
The supermarket chain excels at encouraging exploration and excitement with its unique packaging and branding. Trader Joe’s products are marketed in a way that makes them feel like novelty items, making customers more likely to try them. Examples of this include products like Astounding Multi-Flavor Joe Joe’s cookies packaged in a hexagonal box designed to look like they’re headlining a circus act. By creating products that feel novel and giftable, Trader Joe’s entices customers to try new items and potentially introduce them to others. The store’s focus on intriguing packaging and adventurous flavors entices customers to explore and try products beyond their typical preferences.
Averbach notes that Trader Joe’s whole store operates like an international aisle, showcasing a range of unique and interesting products that invite customers to travel through their taste buds. These worldly product offerings satisfy a desire for exploration and discovery without having to leave home. By highlighting products that may be unfamiliar to customers, Trader Joe’s encourages shoppers to step outside their comfort zones and try new tastes. Averbach emphasizes that Trader Joe’s excels at creating a sense of excitement and adventure through its product packaging, making shopping a fun and engaging experience for customers.
In conclusion, Julie Averbach’s research into Trader Joe’s has revealed the key factors that have contributed to the supermarket chain’s popularity and loyal following. From its extensive selection of private label products in unique packaging to its focus on creating an immersive and enjoyable shopping experience, Trader Joe’s stands out as a unique and successful retailer. By encouraging exploration, excitement, and discovery through its branding and packaging, Trader Joe’s has created a space that appeals to customers seeking novel and delightful shopping experiences.
