The Trader Joe’s Effect

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The Trader Joe’s Effect

It’s not uncommon to think of grocery shopping as just another necessary activity to add to your already long to-do list, but for me it’s the complete opposite. And this excitement for the weekly excursion is for one reason: Trader Joe’s. The chain holds all privately labeled items that you can’t find elsewhere and is always on top of the game when it comes to newest food trends and seasonal favorites. You get all the perks of a specialty food store but don’t have to compromise on price because Trader Joe’s always keeps it extremely affordable.

One platform where Trader Joe’s is largely successful is on Instagram, with their page accumulating over 800,000 followers and staying active with posts almost daily spotlighting their products. They feature items old and new to get users excited about what they have to offer. Every time I see their creatively shot and visually intriguing content, it makes me want to run to the store right away.

Alongside the official content on Instagram are a number of customer-run pages forming a community of Trader Joe’s lovers. The most popular being @traderjoeslist, who has an audience of nearly 600,000 people. The user keeps followers updated with what’s new in stores, gives honest reviews, and even shares recipes and tips all surrounding Trader Joe’s items.

There are many more pages out there dedicated to the grocery chain as well, some of which are even more specialized like @traderjoesglutenfree and @traderjoesvegan. All of these Instagram users are contributing to UGC for Trader Joe’s and building the hype around their products making it hard for the stores to keep them on the shelves, like the famous cauliflower gnocchi for example. Trader Joe’s is doing things right when it comes to connecting with their shoppers and now holds a loyal fan base who assists in broadening their influence further.


3 Comments

Ansley Bolen

Ansley Bolen

September 23, 2018at 3:28 pm

I LOVE grocery shopping solely because I go to Trader Joe’s and @ traderjoeslist is one of my favorite influencer accounts, so this post really resonated with me! I think TJ’s does a fantastic job of earning (and keeping) consumer loyalty. Affordability aside, I think the cult-like following that Trader Joe’s has is partially due to their engaging social channels and the way they leverage UGC. Great post!

Conner Brooke Dryden

Conner Brooke Dryden

September 23, 2018at 9:40 pm

I thought this article was very funny because 2 of my roommates ONLY go grocery shopping at Trader Joes! They swear by it and always talk about the new interesting foods they bought. We did not have one in my home town but the few times I have been there the atmosphere is definitely so enjoyable. I think the great atmosphere, unique options, and updated social media sites all works together to create strong brand preference and loyalty in their consumers!

Vallari Bhave

Vallari Bhave

September 24, 2018at 9:19 pm

I love this place too! It really hits the mark on affordable groceries, that just feel healthier and fancier than shopping at Kroger. My roommate and I always joke about how we don’t need a grocery list at Trader Joe’s, we let the items come to us. I also follow @traderjoeslist and eagerly wait to see what new products are arriving. It’s such a good marketing technique that, like you said, gets consumers excited to shop!

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