After graduating from university, I spent a sun-soaked 18 months living in Southern California. Having moved from Ireland, my family and friends back home were interested to hear what I liked and disliked about my new life “state side.” They did not expect to hear about my adoration for the supermarket chain Trader Joe’s, which happened to be conveniently located two blocks from my apartment.
I never considered trips to supermarkets to be transcendent experiences. So, why was I suddenly enjoying this erstwhile chore? It’s because Trader Joe’s (or “TJ’s” as it’s affectionately known) is no ordinary supermarket. It’s quirky. It’s affordable. It stocks good products. There is an essence of good vibes, partially attributable to the Hawaiian-shirt-attired employees and handwritten signs. Plus, when you’re in a crowded store after a long day of work, the friendly folks that work there lighten your mood.
I’m not the only TJ’s fan. In fact, there’s a dedicated fan club for people who are as equally smitten as me. TJ’s has also picked up some notable awards for customer experience, most recently ranking first among multichannel retailers in Forrester Research’s 2018 U.S. Customer Experience Index. So, how has TJ’s turned CX into its competitive advantage?