Julie Averbach has visited hundreds of Trader Joe's stores over the last four years. She shares three key factors that contribute to the retailer's loyal following: its curated product selection, emphasis on private-label products presented as 'affordable luxuries', and unique packaging that elevates these items.
For the better part of the last four years, Julie Averbach has been visiting as many Trader Joe's supermarkets as possible."If I was ever going to visit a friend in an area that I hadn't been to, I'd make sure to go to the local Trader Joe's," she says. "There were certain road trips where I would go to the Boston area or DC and visit 10 Trader Joe's stores in one day, just driving straight from one to the next.
"There's this kind of stigma that private label is something that you settle for so that you can pay a lower price than you would for the name brand option," Averbach says. "At Trader Joe's, the private label products are affordable luxuries." "When you walk in the store, the first thing is you smell fresh flowers near the entrance," she says. "You hear upbeat music on the speakers. You're going to look around and see eye-catching products on the shelves, vibrant, colorful artwork and signs throughout the store. Many stores also have sampling counters for tasting products."
Trader Joe's Retail Private Label Consumer Behavior Marketing Strategy
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