Image
Top
Navigation
October 22, 2014

Experiential Marketing Hits Grocery Stores

10.22 rader-joes

Walking home with some fellow Delucchians the other evening, contemplating where to go for some much needed grocery shopping, an interesting point came to light. The group universally agreed that the prospect of food shopping at Whole Foods and Trader Joe’s seemed infinitely more pleasant than the same activity at the nearby general grocery stores. There was, of course, discussion about proximity and convenience, but when it came down to it, it was agreed that the former felt like a fun activity to be looked forward to, while the latter just felt grim. Why?

The answer? The power of experiential marketing.

When we think of marketing, we think of an ad on television, or a billboard, maybe that email from your favorite retailer that suckers you into buying something every time.

What we don’t tend to think of is the kind of marketing that you don’t even realize is happening to you. Here are two stores, containing essentially the same category of item (groceries), and one (let’s take Trader Joe’s as an example because I know half are you are saying “WHOLE FOODS IS EXORBITANT) has a line literally out the door, while the other never feels teeming with people, but results without fail in the same response every time: “I hate shopping here.”

Most grocery stores feature the same sad florescent strip lighting, yellowed linoleum floors, and vaguely unappealing freezer smell. It’s not the type of place you like to linger. It makes grocery shopping something to be done as quickly as possible because, let’s be honest, the environment is the opposite of inspiring.

Here’s where Trader Joe’s get it so right: It’s elevated the whole experience of grocery shopping by making the environment inside the store something enjoyable and inspiring. The entire store is bright and well lit, the layout is conducive to browsing, and feels thoughtful. The product information is pithy and friendly; including tongue-in-cheek hand written notes that make it feel like a welcoming “native” is guiding your shopping experience. There’s an entire station devoted to product tastings (and usually a wine/beer tasting, too), both talked about favorite parts of shopping at Trader Joe’s. The staff is always welcoming, helpful and extremely efficient. Look like you might need something? Guaranteed someone will ask if they can help. While the line is known for being out the door, it’s also known for moving lightning-fast.

You might not notice it initially, but Trader Joe’s is performing experiential marketing magic on all its customers. You walk out feeling like you just did something fun – but it’s the same essential task that feels exhausting and uninspiring in the typical grocery store. As a marketing and advertising nerd, I can’t help but think about all the elements that go into that experience. High quality ingredients, a clear focus on customer service, thoughtful touches like “team favorite” product recommendations… the list goes on and on.

While some might argue that for something that fulfills such a basic need like grocery shopping, there’s no need to go the extra mile because people will always need the product(s) they provide, here’s a piece of anecdotal evidence to the contrary: In a packed city, people are willing to make the extra trek or wait in the line at Trader Joe’s every day of the week.