From chatty employees to $5 wine: Here's how Trader Joe's turns customers into fanatics. (via CNBCMakeIt)
There are unofficial Instagram accounts dedicated to the brand . Even celebrities crave Trader Joe's;Germantown outside of Memphis in Tennessee, more thanFandom translates to sales. In 2019, Trader Joe's 505 U.S. stores had an estimated $13.7 billion in net sales, according to retail insights companyBringing in billions of dollars from a cult of customers is no accident. The brand has carefully pruned its business strategy to inspire evangelism among its customers.
People crowd into the new Trader Joe's, located on Colorado Blvd. and East 8th Avenue in Denver, for the grand opening of specialty grocer.To understand how Trader Joe's turns shoppers into superfans, advertising and marketing executive Mark Gardiner took a $12-an-hour job at aOne significant thing he found was the kind of employee Trader Joe's hires. At his orientation, 45 of 50 trainees raised their hands to be the first to tell the room about themselves.
"This actually is awkward for shoppers who are often trying to maneuver around [them], but it increases the probability that shoppers and employees will have an interaction," Gardiner says. And when a customer asks a Trader Joe's employee where an item is, they are trained to talk to the customer and walk them to the product, he says.
"There's a lot of other things Trader Joe's does. Some are good.... Some are kind of terrible.... But if you get this one thing right — [a] great frontline customer service staff — everything else will fall into place," Gardiner says.PricewaterhouseCoopers. Customers will pay up to 16% more for products with good customer service, the survey found.. "They're trying to minimize/automate the process" of shopping, Gardiner says.
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