trader joe's digital strategy_marone_adv892

beyond specialty food:beyond specialty food:exploring the digital exploring the digital

frontierfrontier

kate maronekate maroneadv 892-summer 2012adv 892-summer 2012

michigan state universitymichigan state university

from humble beginnings from humble beginnings as a as a 1950’s convenience store 1950’s convenience store emerges emerges the…the…

“TJ culture dips into the health food movement, the gourmet food, wine and booze craze, and the ever-popular discount ideal, but all in moderation.” -Associated Press

grocery store in U.S.

“we explore the world to find products with unique flavors, interesting stories and incredible value.”

““Trader Joe’s Trader Joe’s is a is a

treasure treasure hunt hunt for for

their their consumers consumers

and they take and they take pride in pride in

keeping the keeping the experience experience

fresh and fresh and uniqueunique.”.”

-Forbes Magazine-Forbes Magazine

““Our favorite customers Our favorite customers are are

out-of-work college out-of-work college professors:professors:

well-readwell-read, , well-well-traveledtraveled, ,

and appreciate and appreciate good good valuevalue.” .”

-TJ Store Captain-TJ Store Captain

THE CHALLENGE:

enhance the Trader Joe’s experience with digital marketing and social

media.

1. Optimize with Keywords

Gourmet Grocery Specialty Food Organic Natural

2. Create Cues to Action

Find a Store Build Your Shopping List Try a Recipe Subscribe to Our Blog

www.traderjoes.com

Currently, Trader

Joe’s has no

official social media

presence.

A solution uniquely suited!

A social, location-A social, location-based gaming based gaming platform for mobile platform for mobile phonesphones..

365+ stores with unique challenges

local flavor

involved engagement

in-store adventures at a

new level

“the most consumer friendly monthly

newsletter”and

“journalistic!”

Keep: engaging & quality content.

New, dynamic platformwith additional stories, recipes, photos, videos, dialogue with buyers!

Mobile Joe-scvngr-recipes-product guides-new product alerts-mobile shopping list-wine pairings-seasonal highlights-product stories

Benefits

More Foot Traffic

More Web Traffic

Customer Interaction and Engagement

Increased Sales

More Fun!