It was a common occurrence growing up to see brown paper bags inscribed with the big red words "Trader Joe's" flung onto the kitchen counter. Back then, I didn't know the difference between Trader Joe's, Kroger, or the dim lit alley behind Kroger. As an established and overconfident adult, I now realize how the little differences matter when grocery shopping. After shopping at Kroger for the past two years, I realized that the store kind of reminds me of refuge center in a zombie movie. The florescent lights flicker, everyone looks tired, all the good food is taken, and people shuffle their feet through the isles leaning against their carts like they might collapse at any second. When I walked into Trader Joe's yesterday I felt a weight lifted off my shoulders. I no longer felt like I had to stock up rations for a bomb shelter. The people were upbeat and friendly, the prices were the same or only slightly marked up, and Everything was easier to find. I realized that shopping at Trader Joe's is what shopping for groceries should be. So why is it that I didn't know about Trader Joe's quality difference sooner? Lets take a look at how Trader Joe's is marketing digitally.
Instagram: Trader Joe's Instagram does a great job of promoting their products. They start their own hashtag contests, present recipe ideas, and inform followers about their food products. The picture quality is excellent and every picture is colorful and visually appealing. Trader Joe's might consider adding pictures of people using the products, or even people interacting inside the store. Almost all of Trader Joe's posts are of their food. Without images people enjoying their food, there is less of a personal connection. I would advise Trader Joe's to post more images of people enjoying their food. Facebook: Trader Joe's does not have an official Facebook page. They might be slow to adapt, Trader Joe's has strategically stayed off of Facebook. Trader Joe's probably wants consumers to believe they are less of a large chain and more of a down to earth grocery shopping option. The stores are relatively small and every employee wears Hawaiian shirts. Every part of Trader Joe's has been created to give buyers a mom and pop shop feel. Their hesitance to Facebook may be another effort to stay less daunting to consumers. Trader Joe's has also stayed off of Twitter. Website: Without an official Twitter or Facebook, Trader Joe's uses their website as their main digital communication tool. On the website they include a blog, product updates, recipes, and publications that are talking about Trader Joe's. The website acts as a comprehensive substitute for what they are missing on other media platforms. Overall, Trader Joe's is doing a great job promoting their brand. Although they could benefit from having an official Twitter and Facebook page, they are trying to stay true to their roots. I think the idea to stay off of some social media platforms is a good for TJ's because people shop at their stores because it doesn't feel like a large grocery chain. Every Trader Joe's store feels a little less like the apocalypse and a little more like home.
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AuthorDigital Marketing student at the University of Georgia ArchivesCategories |