Trader Joe’s consistently ranks near the top of Forrester’s CX index and became the top-ranked grocer in the recent 2024 Best Brands For Customer Service List.
How do they do it? Here are 4 low-tech choices they’ve made that create a memorable experience:
By sharing insights and reviews—written on small cards displayed below products—TJ’s talks to each customer like a friend. They convey enthusiasm and advice, making it feel like they’re on the same team as their customer.
At most grocers, cashiers say as little as possible. You can feel the wall as cashiers literally “check out” of the checkout process.
Not so at Trader Joe’s. Cashiers observe what customers are buying, ask questions, encourage decisions, and make pairing suggestions.
TJ’s follows a behavioral economics principle—emphasizing relationships over transactions.
To de-emphasize transactions, Trader Joe’s never runs a sale. They don’t offer coupons or rewards. Instead, low prices are an everyday event.
Trader Joe’s does not carry national brands. They do not stock shelves with competing items. They usually have ONE version of everything they sell. They eliminate choices to make life easier and show they care.
If you’re ready to create a personalized experience without a big tech investment, follow Trader Joe’s lead:
- talk to customers like friends,
- encourage customers,
- avoid discounts, and
- create decision simplicity.